Wrangler F/W 2012 Collection
Round-the-clock adventure wear
By Nico Erle Ciriaco
Denim label Wrangler explores a boundless adventure with a new-found freedom and energy by introducing its new advertising campaign, “Find Your Edge – Boundless Traveler” in its Fall/Winter 2012 ‘Early Riser’ collection.
A ‘boundless traveler’ espouses a free spirit on the open road who knows no boundaries. It is about exploring, feeling alive, going on adventures, and embracing unlimited possibilities. “Wrangler has been equated with a more mature market. So we have to reach out to a younger market, thus the campaign. When we took over the distributorship about three years ago, we had to get rid of older merchandise to give way to new merchandise. We renovated all of our ten boutique stores nationwide as well as our 200 outlets inside department stores across the country. We also changed the old logo with a rope design. We have a new factory and our fabric comes from bamboo fibers woven into cotton. Today, Wrangler has a slimmer silhouette, tapered in design with low waists that’s popular with the young. We even have a sexier fit for ladies,” apprized Daisy Yunam Go, president of Wrangler Philippines, during an exclusive interview.
This campaign is the story of two young people who sojourn together from morning ‘til night. Fueled by the adrenalin rush of discovery, they are always on the move and eager to uncover the next destination with functional yet edgy outfits for every journey. “Wrangler is an iconic American brand espousing an adrenalin-fueled, rugged lifestyle that is centered around a boundless sojourner. It’s about a man and a woman who travel anywhere in the world with no definite plans,” she added.
It begins with the colors of sunrise – a gradient of colors from red, orange to light blue – inspiring the onset of the journey. “Early Risers’ travel in style and comfort, with bright-colored tops and lightweight denim bottoms which evokes a modern vintage look; then layering it with scarves and jackets to serve as protection throughout the day. “Travel starts early as suggested by the chrome and ochre shades. Afternoon tones are subdued in mustard, teal blue and greens. Evening explores the shades of dark blue and black,” enthused Go.
Modern, functional and utilitarian outfits are the best companions on the way to Boundless City. Throw in a cape or coat, with details such as zips and strings, in navy blue, lapis lazuli and biking red. Pair them with packable reversible series, cargo shorts, organic denim and acid-washed jeans.
As evening unfolds, neon lights flicker before ebony hues dominate the city at midnight. It’s time to dress up, hit the road once more and party ‘til the wee hours in hints of metallic and shimmer to stand out in the crowd. “This campaign simply says Wrangler is your friend when you go on a journey.”
Wrangler’s trademark features their so-called ‘7 Icons’ proof of originality on every pair of jeans since 1904. “These seven icons should all be present in every pair of jeans or else it’s fake!”
In its early days, Wrangler commissioned tailor Ben Lichtenstein to create a range of shirts, jeans and jackets. One of ‘Rodeo Ben’s’ initiatives was a deeper watch pocket – the Rodeo Watch Pocket (as wristwatches were never worn at work then) - with a curved and ergonomic shape. The pocket’s high opening along the waistband gets sealed by a belt, meaning anything kept in there is securely shut away. “There’s a science to everything that Wrangler does, even in the minutest detail.”
Folded ridges of fabric at the seams are characteristic of jeans-wear, but Wrangler makes this Rear Guard feature functional. By creating a downward lip at the back yoke above high back pockets, wallets are prevented from slipping out.
13MW was the first Wrangler jean with zip-fly that debuted in 1947 with seven belt loops. Unlike the traditional five belt looped jeans, Wrangler’s seven loops ensure every belt is securely in place thereby giving wearers the best and most comfortable fit.
Each pair of pants’ fully-felled outer seam is made with a special machine called Feed-of-Arm. This equipment holds two heavy fabrics together with a twin needle. It becomes extra-durable and sits flat against the legs, making each jean pair more comfortable when riding a saddled horse, the motorcycle or bicycle. “Because this feature makes every pair of jeans clean inside out, you can wear your denim pants even in reverse.”
Launched in the post-war years, the “W” stitch defines the brand label it is known today. Each pair carries two ‘W’ initials that represent “Western Wear.” Look for the ‘W’ to be ensured of an authentic, quality pair of jeans, and not some imitation that easily bursts at the seams faster than you can think. The right back pocket has carried a patch since 1904. Initially, this patch read ‘Blue Bell’s Wrangler Authentic Western Jeans.’ Today, the name Wrangler stands alone – representing tough, top quality, genuine denim garments.
Using rivets to secure every denim pair at key points of strain help keep them in one piece. However, this method has always caused trouble scratching furniture, car seats, and saddles. Wrangler’s smooth flat rivets don’t scratch. They give jeans a more refined texture; making them more comfortable to wear while at the same time preventing damage to surfaces.
Anchored by its denim heritage, Wrangler aims to create contemporary outdoor looks fit for the savvy traveler. Wrangler is one of the biggest jean brands with over a hundred years of denim heritage. Founded in 1904 in North Carolina, it was originally named Blue Bell, and rooted as a work wear company specializing in overalls. In 1947, the name Wrangler, which means “working cowboy,” was born. Since then, the brand has delivered denim innovation and authentic craftsmanship, and stayed true to its devotion to denim history.
Wrangler Philippines is one of 14 distribution centers in Southeast Asia. The marketing headquarters, that oversees operations, is located in Antwerp, Belgium. For more information, simply log-on to their Web site, www.Wrangler-AP.com.