Following its definitive agreement to acquire the iconic denim label Lee from Kontoor Brands, Authentic Brands Group (ABG) has entered into a long-term strategic partnership with One Jeanswear Group (OJG) to oversee operations across the United States and Canada. Scheduled to commence upon the transaction’s expected closing in H2, FY26, this collaboration includes OJG as the primary operating partner for the brand. OJG will leverage its extensive infrastructure in product development, global sourcing, and wholesale distribution to manage Lee’s North American business, while the brand’s headquarters will remain anchored in Greensboro, North Carolina.

Licensing-led growth model

The appointment aligns with Authentic’s asset-light business model, which focuses on intellectual property ownership while delegating manufacturing and distribution to category-specialized partners. Jarrod Weber, Global President-Sports and Lifestyle, ABG, underscores,  OJG’s deep expertise in denim and long-standing retail relationships make them the ideal candidate to drive Lee’s next growth phase. Beyond mere operational maintenance, the partnership aims to elevate Lee’s market position through expanded lifestyle categories and heritage-driven product innovation. As Authentic nears its goal of $100 billion in annual system-wide retail sales, this transition highlights a broader industry shift toward licensing-led brand management, where operational agility is prioritized to capture white-space opportunities in the global denim market.

Developing brand equity on a long-term

One Jeanswear Group is a prominent North American designer and distributor of branded and private-label apparel. Managing a diverse portfolio of over 30 brands, OJG specializes in denim innovation, supply chain management, and retail distribution across all market tiers, focusing on operational excellence and long-term brand equity development.