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Lee Sets Children’s Wear License

The VF Corp. brand has licensed Paris-based Children's Worldwide Fashion for the EMAE region.

PARIS — VF Corp.’s Lee Jeans has licensed Paris-based Children’s Worldwide Fashion (CWF) to design, produce and market Lee collections for girls and boys ages four to 16 in Europe, Russia, the Middle East and Africa.
 
Beginning with the fall 2014 season, CWF is to wholesale the collection to specialty retailers, department stores and Web sites including Atelier de Courcelles, an e-commerce platform dedicated to luxury children’s fashions.
 
The terms and duration of the licensing agreement weren’t disclosed.
 
CWF’s association with the brand comes as Lee prepares to mark its 125th anniversary in 2014.
 
“Drawing on our 125 years of denim excellence, CWF will bring alive Lee’s unique approach to craftsmanship, quality and fit through a new kids’ collection,” said Johan De Niel, Lee vice president of product and marketing.
 
New York-based Five Star has responsibility for Lee children’s wear in the U.S. and Mexico.
 
CWF’s other licenses include VF Corp.’s label Timberland as well as Burberry, Chloé and Little Marc Jacobs.