Global denim brand Wrangler announced the release of Wrangler Reborn, a curated collection of vintage and preloved denim from as early as the 1950s to the 2000s. Including both styles that are in mint condition as well as those that
boast the highly sought-after, broken-in threads, the collection’s launch is timed with the brand’s 75th anniversary and prolongs the life of its durable, distinctive denim. Wrangler Reborn celebrates the original, iconic and revered styles that shaped the brand and remain top-sellers as Western-inspired fashion, global casualization and “work-leisure” wardrobes and resale trends continue to steadily increase among younger audiences, said Wrangler.
With a rich legacy rooted in the Western lifestyle, Wrangler offers quality and timeless design in its collections for men, women and children. Wrangler has helped to define style and lifestyle trends for decades, and the Wrangler Reborn Collection spotlights the resilience of Wrangler denim and the brand’s commitment to crafting quality pieces that can be passed down from generation to generation, said the brand. The most-featured fits in Wrangler Reborn were originally built for durability and longevity for the cowboys of the American West, then adopted globally in the 1960s, making the styles credible and valued today around the world.
“Curating the pieces in this collection as we celebrate Wrangler’s 75th anniversary really transported us back in time to key moments in our history, while also bringing into clear focus the cultural significance of authentic, durable, quality denim of past, present and future,” said Vivian Rivetti, vice president of global design, Wrangler. “Wrangler jeans are timeless and loved across generations, and this collection appeals to denim heads, longtime Wrangler fans and young vintage-lovers alike, representing the importance of our heritage and proving that this collection is truly one for the ages.”
The Wrangler Reborn collection includes vintage denim styles from the brand’s archives, including the brand’s best-selling jean styles, the 13MWZ Cowboy Cut jean and Cowboy Cut 0936. A tried-and-true wardrobe staple originally made by cowboys for cowboys, the 13MWZ (Men’s Western Zipper) Cowboy Cut has earned icon status, known for its durability, quality and authenticity, Wrangler said. An innovation since its creation, this style includes a deeper watch pocket for convenience, flat rivets to avoid scratching and two additional belt loops to make sure belts are secure.
The Cowboy Cut 0936 features a slim-fitting silhouette for today’s modern cowboy. The tried-and-true wardrobe staple for cowboys who demand a lot from their everyday clothes, this style comes with the same iconic details of the 13MWZ Cowboy Cut with a modern twist that features a slim silhouette through the seat, thigh and knee. With the revival of Western styles in mainstream fashion, the Wrangler Reborn collection allows younger consumers to own a piece of authentic western fashion with a rich story that reflects western history and stands the test of time that is reborn with a new story for generations to come.
Launched online during Earth Month, the Wrangler Reborn collection is a part of the brand’s WeCare Wrangler sustainability mission, contributing to circularity within the fashion industry by taking older denim pieces, some of which might otherwise end up in a landfill, and enabling them to be re-sold. The greatest form of sustainability is longevity, and this collection is a testament to the durability of Wrangler denim, said the brand, as some of the items in the collection have been around for more than six decades and still stand strong today. To further show its commitment to sustainability, Wrangler also introduced an Earth Jean during April, which celebrated the planet and the brand’s drive to creating a more sustainable future.