Western & English Today

Fall 2017

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/861966

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Page 31 of 35

FALL 2017 30 Western & English Today YEARS OF S even decades of denim and design chart the history of Wrangler. According to Craig Errington, the company's vice president of marketing, Wrangler as a brand keeps an eye toward the future in fashion, and yet holds a deep appreciation of its heritage and cowboy roots. And this year, the company is cele- brating its longevity with a nod to the past. A 1970s-inspired 70th Anniversary Collection, designed in Europe, debuted this summer globally with availability in the United States set for September. e collection, which features modern and updated fi ts for men and women, incorporates bright colors and classic trends. e '70s appeal is strong, with denim jackets, ringer tees displaying the well-known Wrangler logo, ripped jeans, Western button-down shirts, exact replicas of clothing tags from the original styles, and more. Another highlight of the celebratory collection is an updated collaboration with famed artist Peter Max, known worldwide for his uses of color and psychedelic prints. Wrangler fi rst collab- orated with Max in the early '70s, allowing him to transfer his bold artistic visions onto a fabric canvas. "With this 70th anniversary, we thought it was a great time to celebrate the impact that Wrangler has had," Errington says. And although this anniversary collection emphasizes styles from 40 years back, Wrangler's story begins long before that. In 1947, the denim corporation Blue Bell hired "Rodeo Ben" Lichtenstein, known for working with Western stars such as Roy Rogers, to design a pair of jeans for cowboys. Lichtenstein The iconic brand continues to thrive thanks to its balance between tradition and adaptability. by Lindsay Whelchel

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