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Wrangler

The collection

A denim-dominated offer with jeans taking up around half of autumn 09’s options. While drawing plenty of inspiration from its extensive vintage Americana archive, Wrangler’s design team has not allowed historical references to dominate the offer. Instead these influences provide more of a backdrop with each look reinterpreted with a contemporary handwriting. Biker jackets, in classic double-breasted shapes are presented in laundered leathers with diamond-pattern stitched front panels extending beyond shoulders; denim jackets use Wrangler’s classic 11MJ with its articulated shoulders as a starting point but extend front breast pockets; and dark denim jeans, loose through the leg, are gathered and stitched at the hem of trouser legs. Washes range from super soft antique denims to coated raw looks with details such as rip/repair creeping back into the collection.

Key items

  • The Molly, grey women’s jeans in a narrow skinny fit in memory stretch denim
  • The Spencer, antique-wash women’s ‘boyfriend’ fit jeans with a low-rise and tapered leg
  • Men’s checked shirt in vintage-look red, blue and cream pattern with reinforced placket section
  • Men’s jeans in a 60% cotton/40% polyester left handed twill with everlasting creasing across thigh
  • The Motion, a dry coat spray –resin men’s jean with a shiny finish. Loose through the leg the hems are tacked to create an aggressive carrot shape

Contact: 0845 600 8383 www.wrangler-europe.com

Brand comment

Jason Eames-Illingworth, commercial director for UK and Ireland

“For autumn 09 Wrangler goes back to its roots. The foundation is denim which counts for around 50% of total options. The collection is split into three delivery stories. The first, Call Of The Wild has a rugged outdoors look characterised by dirty, vintage looks. The second is Americana which is full of soft-handling vintage indigo washes. And the third is Utility which is a workwear look inspired by wartime America.

“People are recognising the brand has heritage, brand equity and actually stands for something and that is making it more attractive. Service is so important right now and customers need to be convinced on areas like deliveries and marketing support.

“Current market conditions mean that we as a brand are taking much of the pain of the current strength of the Euro and are keeping our price architecture steady.”

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