Marking its 71st year as a leading denim brand, Wrangler recently released its ‘Icons’ collection at a Berlin tradeshow. The new line consists of a three pieced denim garments that have been altered and adjusted for the spring/summer 2019 season. These garments include a jacket, a shirt and jeans released in two categories, five pocket original and slim cut.
These items will be available in different types of washes including majorly, raw to pre-washed, made on the ‘three-year aged’ style description that’s given on alcohols.
The Icons capsule celebrates the label’s heritage in the tradition of denim and its value in the iconic movement that Levi’s started with its ‘Made & Crafted’ range.
This collection is released parallel to a different Wrangler capsule collection, ‘Blue & Yellow’, launched for spring/summer 2018 season. Inspired by the ’90s, the offerings include baggy jeans, the light denim washes with yellow and blue racing stripes and massive logo prints. It is available across approximately 20 sales points in Europe stocked with garments for men and women.
The Icons collection will be promoted on a selective retail web which will be larger than that of Blue & Yellow. In an attempt at enhancing the target consumer base, the collections are a part of the brand’s re-positioning strategy targeting all kinds of customers.
Wrangler, along with Lee, is a part of the American giant VF Corp’s denim division. Their Jean sales were a $2.655 billion for the corp.’s 2017 financial year.
