Western & English Today

Fall 2016

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/715707

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6 Western & English Today FALL 2016 Contemporary Western Artist's Work to be Featured on Wrangler Apparel Bradley Chance Hays has been making a name for himself not only with his skills in the arena but also his skills on canvas. Now, the professional roper and contemporary Western artist is adding fashion to his résumé. Hays' work will be featured this fall in a new apparel collec- tion by Wrangler. Wrangler merchandise manager Korie Lovette says the idea to collaborate came to her aer viewing Hays' work when the artist was painting live at the MGM Grand hotel during the 2015 Wrangler National Finals Rodeo. By July 2016, Wrangler was in the process of selecting which pieces of Hays' work to feature on shirts. "We want to make sure we have a variety of iconic imagery that's going to appeal to the male and female consum- ers. We want to make sure we have a broad enough mix to show the depth of his art," Lovette says. e company is planning to debut the line this fall or, at the latest, during the 2016 NFR, where it will have retail space at the MGM Grand close to Hays' painting setup. is sort of collaboration between contemporary painter and apparel line is a new venture for Wrangler, Lovette says. She added that the opportunity will allow art enthusiasts, especially those unable to purchase an actual painting of Hays' work, to instead have "wearable art." Ultimately, the collaboration seeks to continue the trend of Wrangler fostering an emotional response. "When Chance is painting, he is trying to evoke emotion out of people through Western art, and with Wrangler, we have such an emotional connection to the Western heritage and Americana. People, for 70 years now, have appreciat- ed that patch and 'W' in their life. When somebody puts on a pair of Wrangler jeans, there's usually that emotional con- nection." www.chancehays.com, www. wrangler.com P H OTO G R A P H Y: CO U R T E S Y A R I AT I N T E R N AT I O N A L, CO U R T E S Y T W I S T E D X INDUSTRY NEWS Ariat Launches FEI Collection is year, Ariat International, a recog- nizable name for performance footwear and apparel in both the English and Western equestrian worlds, teamed up with the Fédération Equestre Interna- tionale (International Federation for Equestrian Sports) as a sponsor and to create a new special collection. e fall collection is the latest in a line of products that allot a portion of sales profits to benefit the FEI Solidarity Fund, a development program to further equestrian sports around the world. e product line geared toward English riders includes apparel and ac- cessories, from shirts and jackets, for a cool-weather fashion solution inside the show ring and out, as well as fashionable breeches and bags for toting gear. "is exciting collection kicks off a series of seasonal offerings," says Tara Roemke, senior director of English ap- parel. "Ariat is thrilled to combine our technical performance brand with an elite organization like the FEI to create apparel for every rider." e product range will be available for purchase on-site at the Longines FEI World Cup Jumping Western European and North American League qualifier events from 2016 to 2018, as well as at Ariat retailers. www.ariat.com Twisted X Brands Promotes New Vice President Since joining Twisted X in 2014, Walter Mathias has been embracing respon- sibility, expanding his duties beyond director of sales for the company. Now, Mathias will take on an even bigger role and stand at the helm of the company as the new vice president. According to the company, which began in 2005 and has expanded its products beyond its focus on boots to include casual footwear and accessories, Mathias' appointment will enable further industry growth. Mathias brings more than two de- cades of industry experience to the role. He has been a retail store owner and worked with major Western brands in wholesale. "Walter has great passion for our business and has proven invaluable as we've experienced tremendous growth over the past two years," says Twisted X president and CEO Prasad Reddy. "He has helped shape not only the sales team but also the entire company into one that will continue to push the envelope in terms of customer service, design, and new account acquisition. I am extremely happy that Walter is with the Twisted X team." www.twistedxboots.com

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