Iconic American denim brand Wrangler has announced the release of Wrangler Reborn, a new collection of curated vintage and "preloved" denim with pieces dating back to the 1950s.
The new collection is making its debut as part of Wrangler's 75th-anniversary celebrations. Appropriately, the collection pays tribute to the brand's original and most iconic styles, which have shaped the brand into a leading western-inspired "work-leisure" wardrobe staple. Most of the pieces included in the Wrangler Reborn collection were originally designed for American cowboys, and, therefore, boast a notably durable construction.
"Wrangler jeans are timeless and loved across generations, and this collection appeals to denim heads, longtime Wrangler fans and young vintage-lovers alike, representing the importance of our heritage and proving that this collection is truly one for the ages," said Vivian Rivetti, Vice President Global Design
Preloved Denim Jeans
Wrangler Unveils New Vintage Jean Collection, Wrangler Reborn
Trend Themes
1. Vintage Denim Revival - The trend towards curated vintage denim collections creates opportunities for sustainable and eco-conscious fashion brands to launch similar collections.
2. Heritage Brand Celebrations - Celebrating brand heritage provides the opportunity for heritage brands in other industries such as food and beverage to launch commemorative products, limited edition re-releases, and brand collaborations.
3. Work-leisure Style Crossover - The blending of work and leisurewear presents opportunities for crossover brands in other industries to offer versatile, durable, and practical staples in professional settings.
Industry Implications
1. Fashion - The fashion industry can emulate Wrangler's approach to creating vintage collections, tapping into the demand for more sustainable and eco-conscious fashion options.
2. Food and Beverage - Celebrating brand heritage can be applied in other industries such as drink or snack companies through the launch of limited edition re-releases and brand collaborations.
3. Workwear - Incorporating work-leisure style crossover pieces allows workwear brands to appeal to a wider audience and expand into professional setting staples.