Western & English Today

SUM 2014

W&E Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.

Issue link: https://wetoday.epubxp.com/i/335915

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Page 29 of 39

wearers in terms of ft and style. "It's about combining consumer, market and industry trends," said Joe Broyles, director of Western bottoms for Wrangler Specialty Apparel. "We make it a point to interact with our customers through consumer research studies, in-store visits and shop-a-longs, as well as attending events and observing; tapping their needs. By keeping the consumer in mind, we stay focused on developing products relevant in terms of ft, style and functionality. Market and industry trends might tell us one thing, but if it doesn't translate to our Western consumer, then it's not a winning combination." In Wrangler's core jeans collections, the Cowboy Cut Original Fit, Style #13MWZ, continues to be a best seller among working cowboys. Younger cowboy endorsees and their fans gravitate to Wrangler's 20X Competition Jean, Style #01. New advances in the Premium Performance Advanced Comfort Cowboy Cut jean (approximately $55) combine new fabric construction and a unique blend of fbers for pliable denim that moves with the body and lasts two times longer. During research and development, designers worked closely with Wrangler's core fan base through focus groups, plus they sought movement and ft parameters of jeans worn by hard- working men. Jeans-wearing testers were asked to bend, squat, and mount and dismount horses. Feedback helped defne a ft with increased range of motion, durability and comfort. Now in three diferent washes — mid-tint, mid-stone and stone bleach — these jeans will be appreciated by cowboys who spend all day in their saddles. MSRPs range from $55 to $70. Watch for Rock 47's forthcoming men's collection featuring a high-end denim line and slightly higher price point (approximately $71). It targets the "new" cowboy who values style, but it works for those urban cowboys on weekends, too. Look for a boot-cut jean with a lower, more ftted waist and ftter thigh. Te fnish includes heavy white stitching and heavier weight denim. Well-known, well-respected endorsees fre up the marketing engine for Wrangler and include such top hands as Trevor Brazile, 11-time all-around world champion cowboy, and PBR World Champion cowboy J.B. Mauney. Both wear Wrangler's Advanced Comfort jeans. Kaycee Feild (World Champion bareback rider), Atlanta Falcons football player Bear Pascoe and country music artist Cody Johnson sport the classic Wrangler 20X. No one wears Wrangler Retro better than country music star Jason Aldean. And then there's the George Strait Cowboy Cut jean, branded with the legend's clean-cut cowboy style: With apologies to Smucker's, "If the name is Strait, it has to be good." Adiktd (888) 536-2677 adiktdonline.com B.Tuf (877) 868-7419 btufeans.com Cinch (303) 428-5696 cinchjeans.com Cowboy Up (800) 969-5015 gottacowboyup.com Cowgirl Tuf Co. (877) 868-7419 cowgirltufco.com Cowgirl Up (800) 969-5015 gottacowgirlup.com Cruel Girl (303) 428-5696 cruelgirl.com Montana West USA (972) 241-9998 montanawestusa.com Petrol Jeans (213) 746-1660 petrol-jeans.com Rock & Roll Cowgirl (817) 625-2841 rockandrollcowgirl.com Rock & Roll Cowboy (817) 625-2841 rockandrollcowboy.com Stetson Apparel & Boots (303) 571-2296 stetsonapparel.com Wrangler (919) 277-1146 wrangler.com JEAN RESOURCES 28 Western & English Today SUMMER 2014 CINCH B. TUFF WRANGLER 0714 DENIManiaSLEjml.indd 28 6/18/14 4:04 PM

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