Authentic Brands Group has established a long-term strategic partnership with OJg-One Jeanswear Group for managing the Lee brand in the United States and Canada. This agreement is set to take effect upon the completion of Authentic Brands’ acquisition of the denim label, scheduled for the second half of 2026, as announced last May.
OJg, a subsidiary of Premier Brands Group Holdings, will serve as the operating partner for Lee in these territories, leveraging its extensive experience in denim, sourcing, product development, and wholesale distribution. Lee is expected to officially join Authentic Brands’ portfolio by the end of 2026.
Chris Waldeck, CEO of One Jeanswear Group, remarked on the brand’s legacy: “Having previously led Lee, I know firsthand the strength of this brand, the passion of its team, and the loyalty of its consumers. Our priority is to enhance the rich tradition of the brand, support the talented teams in Greensboro and Mocksville, and lay the groundwork for long-term growth.”
Under this agreement, OJg will take over Lee’s operations in the U.S. and Canada, working closely with Authentic Brands. The headquarters for Lee will remain in Greensboro, North Carolina, while operations at the Mocksville facility will continue, benefiting from the expertise of the existing teams.
Morris Tbeile, President and CEO of Premier Brands Group Holdings, expressed enthusiasm for the partnership: “We are excited to invest in the company and work alongside Authentic to expand Lee’s presence and impact in the market. This partnership marks an exciting new chapter as we continue to build our brand portfolio with Authentic.”
Meanwhile, Jarrod Weber, Global President of the Sports and Lifestyle Division at Authentic Brands, highlighted the complementary strengths of both companies: “Lee is one of the most recognizable names in denim, with an unparalleled heritage and immense future growth opportunities. One Jeanswear Group has been a trusted partner for many years, and we have witnessed their capability to operate at the highest levels. They bring deep industry expertise, solid retailer relationships, and a proven track record of developing iconic brands.”
Lee is soon to join the roster of around 50 brands under Authentic Group, including well-known names such as Reebok, Brooks Brothers, Guess, DC Shoes, Dockers, and Champion. Notably, Authentic Group may be looking to go public in the near future.
This strategic move not only signals a commitment to revitalizing the Lee brand in North America but also demonstrates Authentic Brands Group’s ambition to solidify its position in the ever-competitive fashion market. For further details, visit Milanofinanza.
