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Wrangler and Opening Ceremony Pull Looks from ’90s Value Stores

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Rather than invent new styles from scratch, fashion brands are choosing to reboot the classics.

Wrangler’s latest collaboration with Opening Ceremony reimagines the heritage denim brand’s styles from the ’90s, when jeans were sold at superstores that also carried groceries and household goods.

With the “Value by Wrangler” collection, Wrangler aims to breathe new life into nostalgic pieces by pairing classic design with high-concept fashion. The 10-piece collection taps into Wrangler’s archival western and street designs, offering a diverse mix of men’s and women’s garments. Key pieces in the limited-edition collection include jean jackets, cargo pants, wide-leg overalls and an unisex popover jacket in a color-block pattern. The collection, which retails for $45-$140, is available exclusively at Opening Ceremony stores and on its website.

“Collaborating with influential retailers such as Opening Ceremony is an important element of Wrangler’s commitment to evolve and grow as a global brand,” Jenni Broyles, Wrangler vice president and general manager, said. “Wrangler is showing up in unexpected ways by leveraging our rich heritage and authenticity to update our products for today’s consumer. I can promise there will be more to come—we’re not stopping here.”

Wrangler is elevating the brand by teaming up with designer boutiques. In September, Wrangler collaborated with Fred Segal in Los Angeles on an archival collection featuring garments from four eras of the brand’s influence. 

Denim is proving to lend itself well to throwback collections. Levi’s recently featured American folk-inspired pieces from previous collections that date as far back as the 1950s. This fall, Gap also reimagined styles from the ’70s, ’80s and ’90s to celebrate its 50th anniversary.

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