FRONT & CENTER news
WRANGLER: TALKIN' 'BOUT MY GENERATION
rangler Western Wear, the iconic American denim brand and leading Western apparel
maker, is updating its Wrangler 20X collection for today's cowboy who wants to look great in and out of the arena. Led by the launch of the new Com- petition Jean Style #01, endorsed by the Professional Rodeo Cowboys Associa- tion (PRCA), the Wrangler 20X collection sports the performance features required for extreme activities and the look desired for everything else: a combination that gives him confi dence whether he's com- peting, performing, or just relaxing. The Competition Jean is available to
ship to retailers in September 2012, and offers a mid-rise that sits at the waist; an extra-relaxed seat and thigh for freedom of movement; heavyweight denim for added durability and strength; leg open- ings to fi t over boots; and a cell phone pocket for convenience.
The collection is debuted by world-
class competitive endorsees, from a world champion cowboy to a Giants football player, among others: • Kaycee Feild: PRCA world champion bareback rider and member of the Wran- gler National Patriot Team raising awareness for American troops overseas, who wears his jeans on and off the dirt;
Wrangler, the leading Western wear brand, is reinvigorating its Wrangler 20X collection with the launch of Competition Jean Style #01 and an All-Star team of endorsees, such as Kaycee Feild, shown here.
• Bear Pascoe: New York Giants tight end, who wears Wrangler 20X jeans when he's roping, and hanging out with friends and family;
• Silvano Alves: Professional Bull Riders world champion, who represents the Western lifestyle in the United States and abroad in his Wrangler 20X jeans;
• Austin Meier: Professional Bull Riders champion, who requires durability and strength in every aspect of his life, including his jeans;
• Cody Johnson: Native Texan recording artist, who puts his jeans through as much on the stage as cowboys do in the arena. "Wrangler 20X addresses the need of a new generation of cowboy who's involved in the Western way of life and the sport of rodeo in some way, even if he's not a ProRodeo competitor," said Robin Rich, senior marketing manager, Wrangler Western Wear. "We are thrilled to partner with this group of young, fresh faces who epitomize that active lifestyle." With a new label that celebrates the legacy of the Wrangler name, the collec-
tion's rebranding will also be marked with a new logo, advertising campaign, in- store POS and social-media components. To access exclusive Wrangler 20X team content, fi nd Wrangler Western on Facebook at facebook.com/wranglerwestern, Twitter at twitter.com/wranglerwestern, YouTube at youtube.com/WranglerJeans and for more from Wrangler, visit wrangler.com. (888) 784-8571; wrangler.com
8 Western & English Today FALL 2012