Kontoor Brands Tone of Voice — Built & Different

Tagline: "Built Different"

Industry: Apparel

Sector: Consumer Goods

How Kontoor Brands Communicates

Kontoor Brands communicates with a built, different and quality voice using bold language. Their sentences are primarily statements in the present tense. Their messaging is figurative. Their tagline, "Built Different", captures this voice. The central tension in Kontoor Brands's communication is same vs. different, which shapes every message they craft. Their mission is to be the most admired jeans company in the world.

Tone Words

Kontoor Brands's brand voice is defined by the following tone words: Built, Different, Quality.

Communication Style

Language Style: Bold
Sentence Type: Statement
Tense: Present
Expression: Figurative

Kontoor Brands Brand Story

Kontoor owns Wrangler and Lee denim brands.

Brand Message

Wrangler and Lee jeans

Brand Mission

To be the most admired jeans company in the world

Brand Positioning

Core Concept: Built difference

Central Tension: Same vs. Different

About Kontoor Brands

Kontoor Brands is an American clothing company. It was a spin off from the VF Corporation in May 2019, and markets clothing under the Lee, Wrangler and Helly Hansen brand names. Having its head office in Greensboro, North Carolina, Kontoor also operates the VF Outlet chain of factory outlet stores. Stock in the firm is traded on the New York Stock Exchange under the symbol KTB; market capitalisation in 2025 was about $4.4 billion.

Frequently Asked Questions About Kontoor Brands

What is Kontoor Brands's tone of voice?

Kontoor Brands uses a built, different, quality tone of voice. Their communication is bold, typically using statement-style sentences in the present tense. Their tagline "Built Different" exemplifies this voice.

What is Kontoor Brands's brand message?

Kontoor Brands's core message: Wrangler and Lee jeans Their mission: To be the most admired jeans company in the world

What is Kontoor Brands's slogan?

Kontoor Brands's slogan is "Built Different". It carries their built, different, quality voice.

What is Kontoor Brands's mission?

Kontoor Brands's mission: To be the most admired jeans company in the world

What makes Kontoor Brands's brand voice unique?

Kontoor Brands stands out through their built, different, quality communication style. Their central brand tension, "Same vs. Different", shapes how they communicate across the Consumer Goods sector.

What language style does Kontoor Brands use?

Kontoor Brands uses bold language, with figurative messaging, in statement-style sentences, using the present tense.