Bite Autumn 2012

WRANGLE bite menswear

L ike the beautiful story of boy meets girl, Wrangler brings together the concept of their FW12 ‘Keep True’ collection of innovative denim.The scene opens with an attractive man running down fire escape stairs in a New York type setting, who is clearly rushing to meet someone important. He wears a long sleeve pleat Western shirt and short sleeve photo tee-shirt with a zip knit cardigan but more importantly, he’s sporting Wrangler’s Crank Jeans with a metal loop belt. She is more relaxed and takes her time up the stairs in a Skye knit vest, authentic denim jacket with an Annie short sleeve tee-shirt, long red hair under a Tweed worker cap and Tote bag on her shoulder. The Molly Jeans that she wears is accessorised with a Western tobacco belt. It’s a story that sees the two eventually meet and go on a road trip to escape the trappings of the city to the great outdoors. In the concept of keeping true to yourself and staying loyal to what you love, the brand’s denim DNA continues in the ‘Keep True’ collection, blending design details and the icon from Wrangler’s rich history with innovation to create exciting new looks.Their unrivalled denim heritage lives on in contemporary cut jeans through seven unique design details such as smooth flat rivets, an ergonomic watch pocket, felled seams, seven belt loops, the reinforced “W” stitch, back pocket patch and rope signature. The collection features authentic cuts lead for men in regular tapered Ben and heritage regular-fit Evan (both available in Marble Mist wash), Lakeside, which recreates the surface of a rock, slim fitting Spencer in Natural Slate and tobacco-shade tapered Chinos. For the women, the line enjoys a full re-launch and an all-round quality uplift that is more focused with improved fits and fabrics.The line-up includes skinny styles Courtney and Stokes, the cropped

cool of cigarette pant Jayne and Sylvie, the new modern and sexy twist onWrangler’s iconic boot-cut style. Adam Kakembo,VP Product & Marketing, Wrangler EMEA, said: “In FW12, Wrangler continues its journey of reinvigoration, making this iconic denim brand even more relevant to today’s fashion-conscious consumers.” Wrangler’s denim history plays an important role in their innovative cuts and styles today. In 1904, the Hudson Overall Company was founded in Greensboro, North Carolina in the USA. The new name of Blue Bell was given to the company in 1919 and then in 1947, when they launched their range of jeans for cowboys, the current nameWrangler, the ‘name of a working cowboy’ was born. The SS11 collection ‘Worn Across America’ had an awesome impact in the United States. It was filled with freshness and invention and was a summer collection to remember. The anti-fit Ben for men and the low-slimMolly for women starts clean in a dry and rinse look indigo. After a few months wear, they feel ‘Just Worn’ – a new initiative from Wrangler that uses exclusive 3D techniques to give jeans authentic creasing. As the journey continues, moustaches, patches and marks of wear deepen and fade until finally the same jeans are all but destroyed. Wrangler has recreated the jeans’ lifespan in four stages, each one more broken-in than the next. As the original denim brand of the outdoors, Wrangler takes inspiration from nature through using new denim treatments to recreate the textured surfaces of rock and minerals.The design initiative of the new collection includes a watch pocket that Ben Lightenstein, who was commissioned to create a range of shirts, jeans and jackets for Wrangler, designed. The deep watch pocket keeps things like keys, coins, gums securely shut away through its curved ergonomic shape.