Wrangler Europe’s latest promotional campaign, for the Fall/Winter 2022 collection, is the latest installment of the brand’s “For The Ride of Life” series, which espouses living life to the fullest no matter one’s age or circumstances. “Not forcing it. That’s the most important part,” says a voiceover at the end of the campaign’s just released video.
The promotion includes a mix of still photographs and short films available for viewing on YouTube starring an assortment of young models shown creating and enjoying music, hanging out in a skatepark, taking a road trip and relishing being in love. It was released this month as the newest chapter in the brand’s 75th anniversary campaign launched earlier this year showcasing Wrangler’s “Western heritage and the courage, confidence and resilience of Western culture” according to the brand.
Unsurprisingly, denim in a wide variety of dark and light washes dominates the promotion with the large barrel-fit jeans and two bell-bottom styles taking center stage for women.
Fresh women’s denim jacket styles include fleece-lined ranch jackets and 1980s-inspired coats. This return to retro is also reflected in striped knitwear in bright orange and red, a lilac oversized overall from Wrangler’s Casey Jones utility wear collection, a hyper-scarlet flare and a shrunken concert tee that appears to have been pulled from a vintage bin.
For men, a new straight leg fit called Frontier is a product protagonist alongside the wide-legged Casey Jones Utility jean and another roomier one called Redding. Wrangler’s signature (and now very on-trend) Western style is represented with pieces including a men’s Western shirt, a check shirt and a corduroy sherpa jacket that resembles the one Jake Gyllenhaal famously donned in “Brokeback Mountain.”
The campaign is currently running throughout throughout Europe in print and social media.
Wrangler Europe is currently headquartered in Antwerp, Belgium but it will be relocating to a “mega headquarters” in Geneva in the coming months. Wrangler’s main global hub is in Greensboro, N.C.