Wrangler’s newest collection honors the crossover appeal of both denim and music.
The Greensboro, N.C.-based brand on Monday launched Wrangler Icons Collection, a global line of jeans, shirts and jackets that cull inspiration from its own history in various music genres.
“From rockers to free spirits, artists to outlaws, in the rodeo and on the street, Wrangler has outfitted those who live by their own rules and refuse to be defined,” said Jenni Broyles, Wrangler VP, General Manager North America. “The Wrangler Icons Collection captures the essence of the stars that created an era of groundbreaking music, culture and style, and combines it with the hottest trends in denim today.”
The men’s and women’s collection offers six denim styles linked to Wrangler’s 70-year archive. Each of the items have been updated for the contemporary consumer. The line, which retails for $88-$148, is available this month in the U.S. on Wrangler.com and premium stores and boutiques.
Wrangler will launch a dedicated pop-shop for the collection in London. Open until March 24, the space’s is based on a 1970’s music studio and boasts a mix of archival and brand-new denim.
The men’s 11MWZ jean from 1966 returns. For the 2019 reissue, the original style’s exaggerated cut, which was designed to fit over a cowboy boot, is streamlined for today’s consumer with a slimmer profile and higher rise. The women’s version is updated with a high rise to contour and accentuate the waist and hips.
The 12MJ men’s western jacket—a versatile style worn sharply by Steve McQueen and with a bohemian twist by John Lennon—is refreshed with a slimmer fit. The jacket’s heritage tobacco stitching, rounded pockets and copper buttons remained unchanged.
The men’s 27MW western shirt and 27WW women’s western shirt is remain faithful to the original designs. Notable details include the shape and depth of the shirts’ yokes and the style of cuffs and plackets.
The garments are available in five different stages of wear and fade to give the collection its unique look.
“New” denim is crisp, rich and dark, coming straight from the mill. “Six month” is lighter and without fade patterns. “One year” features a darker fade pattern reminiscent of rarely washed jeans. “Two year” boasts a lighter, less contrasted look that comes from two years of wearing and washing regularly. Meanwhile, “three year” mimics the appearance of jeans that were washed just a handful of times with authentic fade patters.
The Wrangler Icons collection follows another music-inspired release from Wrangler, the November 2018 Bohemian Rhapsody collaboration with music lifestyle brand Lyric Culture.