Collaborations can bring out new or unseen sides of fashion brands.
As part of Wrangler’s 75th anniversary celebrations, the Kontoor Brands-owned label has flexed its rocker style in collaborations with Fender and Lollapalooza. It hanged ten in a surf collection with Billabong. A partnership with Colosseum Athletics revealed its sporty side, and a collection with Roark underscored Wrangler’s place in the outdoor market.
The heritage brand’s latest partnership combines its Western roots with the all-American preppy style coined by U.S. sportswear label Gant.
On Wednesday, the brands dropped a 30-piece capsule collection spanning jeans, tops, knits and accessories for men and women that explores the “intersection of East Coast preppy and Western denim.”
Though serving different markets, similar trajectories unite the brands. “In 1950s America, Wrangler and Gant were at the forefront of the emergence of casual Americana design. While Wrangler was embracing the western lifestyle, with pioneering products such as the western jean, jacket and shirt, Gant shaped preppy style with their definitive button-down shirts,” said Sean, Wrangler, global concept director, modern.
The collection taps into ongoing Western and preppy trends spurred on by pop culture. Key items in the collaboration include bootcut jeans with collegiate patches, a varsity jacket with a Western embroidered motif and a faux-fur-lined denim jacket.
“The clash between the history of our two brands set in 2022 has produced some really interesting pieces,” said Christopher Bastin, Gant creative director.
The brands’ design teams bonded over their shared love for vintage fashion. “Working with Wrangler has been an incredibly fun experience,” Bastin added. “The minute I first spoke to Sean I knew the same things made us tick. We’re both vintage nerds and we found a lot of unexpected commonalities in our respective archives.”
While their stories might be different, Gormley added both created a lasting cultural impact. “The DNA of both brands runs through each piece in this celebration of our combined heritage,” he said.
British artist Nadia Lee Cohen directed, photographed and stars in the campaign for the collaboration.
The collection retails for $90-$900 and is available now on Wrangler.com.