Wrangler and Fred Segal traveled in a time machine to a new exclusive collaboration.
The heritage denim brand teamed with the Los Angeles-based boutique to launch a limited-edition collection based on archival garments from four eras of Wrangler’s cultural influence.
“Wrangler and Fred Segal have both held significant roles in the history of fashion for decades,” said Tom Waldron, Wrangler’s global brand president. “As Wrangler evolves in front of a global audience, we embrace the opportunity to bring new experiences to consumers that allow us to stay true to our heritage, but show an unexpected and fresh twist.”
The Bluebell 1919 capsule celebrates the Greensboro, N.C. foundation of the Wrangler brand with workwear-inspired jackets and on-trend coveralls with authentic Blue Bell patches. The back of each garment features Wrangler embroidery.
The War & Peace collection takes a look back to when Wrangler became part of youth culture in the 60s and worn by “revolutionaries, riders, and rock stars alike.” Garments include a cut-off jean vest, a studded leather jacket and tie-dye carpenter jeans.
The experimentation of the ’70s is brought to life in Psychedelic, a collection of boot cut jeans, hypnotic patterns and colorful prints. Striped pants, comic print jeans and wide lapel button-down shirts smack of disco fever.
And Wrangler captures the feeling of the ’80s in Racing, a pop culture-inspired collection of booty shorts, graphic T-shirts with racing motifs and racing jackets. The collection includes Wrangler’s distinctive yellow and cobalt blue logo jacket and a short sleeve coverall comes in “racing red.”
During a fashion cycle where nostalgic designs thrive, heritage brands like Wrangler are taking the opportunity to delve into their archives. In February, the company launched the New Icons Collection, a range of signature denim jackets, shirts and jeans styles.
This month, Gap celebrated its 50th anniversary with the “Denim Through the Decade” collection comprised of styles from the ’70s, ’80s and ’90s. 7 For All Mankind is also prepping for a 20th anniversary collection for Spring/Summer 2020.
The capsule collection is available at Fred Segal’s Sunset Boulevard location during a six-week pop-up, where shoppers can take photos next to a custom Wrangler Indian Bobber Scout and pose in front of the large Wrangler logo that changes with each decade. Garments will rotate every few weeks.
“Fred Segal is a place of invention and reinvention, for the best brands in the world,” said John Frierson, president of Fred Segal. “We love the references to Wrangler’s incredible heritage story in this experiential pop up, but we’re also excited to launch these exclusive new products that are highly relevant right now.”