Wrangler has relaunched its vintage sub-brand Blue Bell as a premium casualwear collection for autumn 09
The denim-led men’s range is targeting a top-end distribution and will initially be introduced through 15 accounts.
Drawing inspiration from archive styles, the collection pays attention to subtle details such as Blue Bell logo button patches and saw-tooth panels on shirts. Washes on jeans are more sophisticated than the mainline under the guidance of Giorgio Presca, president of Wrangler’s parent company VF Corporation’s Jeanswear International division, who has spearheaded the Blue Bell relaunch.
The sub-brand originally launched in 2002 as a vintage-inspired collection.
Presca joined VF Corporation in 2007 from Diesel, where he was the young fashion brand’s general manager.
“Blue Bell is the future of Wrangler,” said Jason Eames-Illingworth, Wrangler’s commercial director for the UK and Republic of Ireland. “It’s a range of timeless classics, which draws on our rich heritage for fit and brings beautiful washes, treatments and details to every piece.”
The 98-piece offer includes heavyweight jersey sweatshirts, a preppy-inspired blue Oxford shirt, a range of washes on denim shirts and a Western-cut chambray shirt.
Jeans come in five fits: slim-fit, regular, bootcut, classic loose and loose tapered. The outerwear offer centres around a tweaked version of the classic pleated 11MJ style. A featherweight down-filled blouson with saw-tooth leather chest panels and a suede trucker-style jacket with a contrast lumberjack check lining also stand out.
Prices on T-shirts are £12, shirts are £30 to £50, jeans are £44 to £75 and outerwear is from £64 to £220.
Wrangler has signed 15 accounts for Blue Bell and is planning to grow that to 25 in its second season. Stockists include London indies Son Of A Stag and The Three Threads.
“Blue Bell provides a chance for shops like Eleven in Sunderland and Hip in Leeds to buy into Wrangler in a more comprehensive way,” added Eames-Illingworth.