CEO of Wrangler parent says ‘global casualization’ will dominate apparel market


The casual clothing boom that grew out of the Covid pandemic will continue to lead apparel sales, Kontoor Brands President and CEO Scott Baxter told CNBC on Thursday. 

“You’ve seen a global casualization that’s taking hold right now, so I tell people it’s not cyclical, this is here to stay. This is how the world is going to look going forward,” Baxter said on “Power Lunch.”

“People are going to dress more casual and more comfortable,” he said. “They’re very confident in denim and T-shirts, and they feel like it’s an expression, too … after being home for a year and a half, nobody wants to update their wardrobe to a really high dress wardrobe.”

Sales soared for clothing items such as…


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