L
ike the beautiful story of boy meets
girl, Wrangler brings together the
concept of their FW12 ‘Keep True’
collection of innovative denim.The scene
opens with an attractive man running
down fire escape stairs in a New York
type setting, who is clearly rushing to
meet someone important. He wears
a long sleeve pleat Western shirt and
short sleeve photo tee-shirt with a zip
knit cardigan but more importantly, he’s
sporting Wrangler’s Crank Jeans with a
metal loop belt. She is more relaxed and
takes her time up the stairs in a Skye
knit vest, authentic denim jacket with
an Annie short sleeve tee-shirt, long red
hair under a Tweed worker cap and Tote
bag on her shoulder. The Molly Jeans
that she wears is accessorised with a
Western tobacco belt. It’s a story that
sees the two eventually meet and go on
a road trip to escape the trappings of the
city to the great outdoors.
In the concept of keeping true to
yourself and staying loyal to what you
love, the brand’s denim DNA continues in
the ‘Keep True’ collection, blending design
details and the icon from Wrangler’s
rich history with innovation to create
exciting new looks.Their unrivalled denim
heritage lives on in contemporary cut
jeans through seven unique design details
such as smooth flat rivets, an ergonomic
watch pocket, felled seams, seven belt
loops, the reinforced “W” stitch, back
pocket patch and rope signature. The
collection features authentic cuts lead for
men in regular tapered Ben and heritage
regular-fit Evan (both available in Marble
Mist wash), Lakeside, which recreates the
surface of a rock, slim fitting Spencer in
Natural Slate and tobacco-shade tapered
Chinos. For the women, the line enjoys
a full re-launch and an all-round quality
uplift that is more focused with improved
fits and fabrics.The line-up includes skinny
styles Courtney and Stokes, the cropped
cool of cigarette pant Jayne and Sylvie, the
new modern and sexy twist onWrangler’s
iconic boot-cut style. Adam Kakembo,VP
Product & Marketing, Wrangler EMEA,
said: “In FW12, Wrangler continues its
journey of reinvigoration, making this
iconic denim brand even more relevant
to today’s fashion-conscious consumers.”
Wrangler’s denim history plays an
important role in their innovative cuts
and styles today. In 1904, the Hudson
Overall Company was founded in
Greensboro, North Carolina in the USA.
The new name of Blue Bell was given to
the company in 1919 and then in 1947,
when they launched their range of jeans
for cowboys, the current nameWrangler,
the ‘name of a working cowboy’ was
born. The SS11 collection ‘Worn Across
America’ had an awesome impact in the
United States. It was filled with freshness
and invention and was a summer
collection to remember. The anti-fit Ben
for men and the low-slimMolly for women
starts clean in a dry and rinse look indigo.
After a few months wear, they feel ‘Just
Worn’ – a new initiative from Wrangler
that uses exclusive 3D techniques to
give jeans authentic creasing. As the
journey continues, moustaches, patches
and marks of wear deepen and fade
until finally the same jeans are all but
destroyed. Wrangler has recreated the
jeans’ lifespan in four stages, each one
more broken-in than the next.
As the original denim brand of the
outdoors, Wrangler takes inspiration
from nature through using new denim
treatments to recreate the textured
surfaces of rock and minerals.The design
initiative of the new collection includes a
watch pocket that Ben Lightenstein, who
was commissioned to create a range of
shirts, jeans and jackets for Wrangler,
designed. The deep watch pocket keeps
things like keys, coins, gums securely shut
away through its curved ergonomic shape.
WRANGLE
bite
menswear