Genesco, Inc. has signed a multi-year licensing agreement with Kontoor Brands to make footwear under the Wrangler brand. Kontoor Brands, the denim spin-off from VF Corporation, is the parent of the Wrangler, Lee and Helly Hansen brands.
The agreement covers men’s, women’s and kid’s footwear, with the first collection expected to launch in fall 2026. The partnership “aims to expand Wrangler’s presence in the footwear market while adding to Genesco’s portfolio of licensed brands,” the company said in a media release.
“The initial collection will feature a blend of classic Wrangler-inspired designs and more trend-driven styles. With Wrangler’s signature rugged look and Genesco’s track record for innovation and success, the partnership promises to deliver fresh and distinctive designs to the market,“ Wrangler commented.
“We are thrilled to partner with Genesco, an industry leader with a proven track record of successfully interpreting brands and bringing compelling footwear to market,“ said Steve Armus, VP of licensing and collaborations for Wrangler at Kontoor Brands. “This licensing agreement represents a promising opportunity to introduce Wrangler footwear to a wide audience. We believe this partnership will strengthen our brand presence and allow more consumers to experience the quality and heritage of Wrangler in an exciting new product category.“
“Partnering with Wrangler presents a meaningful opportunity to accelerate growth in our Genesco Brands Group portfolio,“ said Rick Higgins, president of Genesco Brands Group. “We’re excited to leverage our know-how to build a footwear assortment that honors Wrangler’s legacy of adventure, new frontiers and craftsmanship. From everyday workwear to casual lifestyle to Western-inspired silhouettes, we see significant potential to blend rugged authenticity with unique styling, storytelling, innovation and comfort.”
Genesco operates over 1,250 stores under the Journeys, Johnston & Murphy, Little Burgundy, and Schuh banners. Its wholesale segment manufactures footwear under licensed brands, including Dockers, Starter, and Pony. Kontoor Brands also owns Lee jeans and, in June 2025, completed its acquisition of Helly Hansen.
Image courtesy Wrangler/Kontoor Brands
