I know what you’re thinking. Wrangler, a firm household denim favourite, and yet a little bit naff, still stuck in its American roots and not making full use of its work-wear heritage to shift styles off shelves.
Wrong. Having been invited by the lovely folks at Surgery PR (thanks Naomi and Cody!) to a special preview of the Spring Summer 2011 collection, I can happily confirm, I was oh so very wrong. Having started as an overalls manufacturer back in the early years of the 20th century, Wrangler has moved from proffering the utilitarian for the North Carolina labourer to courting 1950s affected adolescents, and has sustained appeal all the way up to today’s digital era (check their Blue Bell FW10 online campaign feat. much-loved male model, Tony Ward tumbling about in various shades of blue, v. fun).
Yet, while I knew it was always a big seller, I’d never even entertained the thought of actually purchasing a piece from their collection until having my eyes opened last Thursday night.
^ Was tough browsing this rail, trying to contain my denim fetish. And yes, this is SS11, but don’t worry, I’m not contradicting myself, the best bit (AW10-themed) is yet to come. Plus, this is quite trans-seasonal, no?
Keen to sustain their popularity amongst the younger demographic of the fashion market, Wrangler have brought out the big guns i.e. sexy models and savvy marketing. But this is by no means a case of smoke and mirrors because the clothes are, well, a bit fab. From their trademark denims to the season’s favourite, chinos, to padded overshirts, Wrangler have got it one on this occasion. Here’s to many more successful seasons…
^ Bud & Corona! Finally a press preview that caters to the beer fiend within…
^ This has established itself as a rival to the Schott Perfecto I’ve been eyeing-up but which is still sadly out of financial reach…
^ Having spotted me salivating disturbingly while poring over the above over-shirt from the AW10 collection, the guys were kind enough (scared enough?) to let me take this home with me. Oddly, though, I think the canvas bag it came with was the best bit. College hold-all ahoy.
^ Over-shirt from Wrangler, tee from River Island, chinos from H&M, belt from Urban Renewal at Urban Outfitters, boots from Bench.
For coverage from the female perspective, check out Ali’s post over here.
mega stuff, i do always tend to sway to levis but always fancied one of their shirts. the one you took home will do cheers.
Mat: Glad you like! It's so incredibly comfortable.C.