VF Corp, owner of Lee and Wrangler, looks to exit jeans business

The overall US jeans category had total sales of $16.2 billion in 2017, down from $18.8 billion in 2013

VF Corp, owner of Lee and Wrangler jeans, is exploring strategic options for its denim business that could include a sale or spin off of the classic American brands, according to people familiar with the situation.

The apparel conglomerate has owned Wrangler and Lee for decades and they were once its core, but the company’s jeans sales have slowed in recent years as more women opt for yoga pants or premium denim brands like J Brand or Frame.

VF, which has a market valuation of $38 billion, has been paring back its wide-ranging portfolio to focus on its fastest-growing brands, such as