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Jul 27 2007 9:56AM EDT

Jean Brands: If You Can't Beat Them, Buy Them

VF Corp., makers of Wrangler and Nautica jeans, have announced that they will buy Seven For All Mankind jeans for $775 million and Lucy, an activewear brand, for $110 million. The designer jean niche is showing no signs of shrinking, but one does wonder if Seven won't end up being the Wrangler of the future -- a once cool brand with diminishing relevance to the customers of tomorrow.

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