Global denim icon, Wrangler®, has announced the launch of Wrangler Reborn™, a curated selection of vintage and pre-loved denim that spans the 1950s through the 2000s. The collection’s launch coincides with the brand’s 75th anniversary and extends the life of its durable, distinctive denim. It includes both mint-condition versions as well as those with the much sought-after, broken-in threads.
Wrangler Reborn honours the brand’s original, iconic, and renowned styles, which continue to be top-sellers as western-inspired fashion, global casualization, and ‘work-leisure’ wardrobes, as well as resale trends, continue to grow among younger audiences.
Wrangler has helped set style and lifestyle trends for decades thanks to its pioneering attitude, and the Wrangler Reborn Collection highlights the brand’s devotion to manufacturing quality products that can be passed down from generation to generation. The most prominent fits in Wrangler Reborn were designed for the cowboys of the American West and were first accepted globally in the 1960s, making the designs reputable and cherished today all around the world. From rock stars to rodeo cowboys to roller queens, from bikers to factory workers to race car heroes, Wrangler has been loved by people from all walks of life.
Vivian Rivetti, vice president Global Design – Wrangler, said that curating the pieces in this collection as they celebrate Wrangler’s 75th anniversary took them back in time to key moments in their history, while also bringing into sharp focus the cultural significance of authentic, durable, quality denim of the past, present, and future. Wrangler jeans are timeless and loved throughout generations, and this collection appeals to denim heads, old Wrangler fans, and young vintage-lovers alike, representing the value of their heritage and proving that this collection is really one for the ages.
Wrangler Reborn features classic denim styles from the company’s archives, including the 13MWZ Cowboy Cut® jean and Cowboy Cut® 0936.
The Wrangler Reborn™ collection, which debuted online during Earth Month, is part of the brand’s WeCare Wrangler™ sustainability program, which aims to promote circularity in the fashion industry by repurposing older denim pieces that would otherwise end up in landfills. Longevity is the most important aspect of sustainability, and this collection exemplifies the durability of Wrangler denim. Some of the artifacts in the collection have been there for almost 60 years and are still going strong.
WeCare Wrangler™ is a brand platform dedicated to protecting our environment, conserving natural resources, and treating all people with respect. Wrangler will introduce an Earth Jean this month to celebrate the planet and the drive to create a more sustainable future, as part of their commitment to sustainability.