Wrangler parent VF Corporation to launch budget jeans in the UK

The VF Corporation, US parent of jeans brands Wrangler, Lee and Maverick, is planning to launch its Old Axe budget jeans label in the UK.

The jeans, which are already available on the Continent, are expected to sell for about 8.

David Smith, VF Europe’s marketing director, says: “I don’t know the final details, but we will be operating with all four brands in all of our European markets. I couldn’t comment on whether the launch will be this month or this year.”

VF introduced the cut-price Maverick jeans label to the UK in 1994.

The brand is understood to have been withdrawn from mainstream distribution in this country in 1996, though it is available through the company’s factory outlet in Freeport Village.

Smith was promoted to the role of VF Corporation European marketing director in January (MW January 22). He was previously European marketing director for Wrangler.

His promotion followed the ousting of Lee’s European marketing director Derek Woodgate.

Smith is undertaking a review of the positioning of the Lee Jeans brand, having called an advertising review for the label in February (MW February 19). The account is held by Grey Advertising, which is repitching for the business.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here