Marks the Brand’s First-Ever 360 Global Campaign; Will First Air on
U.S. Broadcast Stations
Wrangler®, a global icon in jeanswear and casual apparel, today announced the launch of its new global advertising campaign, ‘WEAR WITH ABANDON™.’ The campaign captures the adventurous optimism of the cowboy spirit, exemplifying the opportunities that arise when people take risks and choose to live with courage. The campaign launched with TV spots on U.S. broadcast and cable stations on Saturday, Sept. 7.
introduction of our first-ever global advertising campaign is a
significant milestone for our Wrangler brand,” said Tom
Waldron, global brand president at Wrangler. “The WEAR WITH
ABANDON™ campaign demonstrates the emotional reasons that rock
stars, riders, and everyday heroes around the world have identified
with this iconic brand for more than 70 years, and marks the
innovative rebirth of the cowboy spirit coming to life. Today’s
announcement is the beginning of an exciting new platform that will
help us reach millions of consumers around the world.”
WEAR WITH ABANDON™ campaign will be featured in U.S. print,
digital, radio and broadcast channels and will be introduced in other
regions of the world in the coming months. The campaign features a
series of videos and still images with an inclusive range of cast
members, from the iconic cowboy to bold women and adventurous young
adults. Shot by American filmmaker and screenwriter Michael Lawrence,
it captures the raw, honest emotions and experiences of the “moment
before” that can define a lifetime – the second when an
individual decides to jump in, or head home.
excited to build on our rich heritage of authenticity as we launch
our new global advertising platform,” said Jenni Broyles,
Wrangler Vice President, General Manager North America. “As we
adapt the campaign to local and regional markets around the world, we
are also accelerating our focus on creating engaging, innovative
experiences coupled with best-in-class apparel products for our
WEAR WITH ABANDON™ campaign was developed with Mother New York,
global agency of record. The campaign can be viewed here.
is available in retail stores worldwide, including brand flagship
stores in Denver and Dallas, department stores, mass-market
retailers, specialty shops, western outfitters, and at Wrangler.com.
Wrangler Pop-Up Experience At Fred Segal La Will Explore Archival
Pieces From 1919, The 60s, 70s And 80s.
Wrangler®, a global icon in jeanswear and casual apparel, took over the pop up at Fred Segal Sunset (California) to present a modern day, immersive interpretation of four of the brand’s pivotal points in history. The six-week long Wrangler Pop Up Experience at iconic, experiential retailer Fred Segal’s flagship location, located at 8500 Sunset Boulevard in Los Angeles, opened to the public on Sept. 7.
limited-edition Wrangler collection for men and women celebrates the
legacy that defines the brand today, pulling straight from the
brand’s archives and taking cue from distinctive eras that testify
to its cultural influence as a whole. Further tapping into the
brand’s heritage, many of the products were handmade at the
Wrangler Service Supply Center incorporating denim from Cone Mills,
which is headquartered in its hometown of Greensboro, N.C.
and Fred Segal have both held significant roles in the history of
fashion for decades,” said Tom Waldron, global brand president
at Wrangler. “As Wrangler evolves in front of a global audience,
we embrace the opportunity to bring new experiences to consumers that
allow us to stay true to our heritage, but show an unexpected and
featured era will rotate every few weeks, highlighting one-of-a-kind
pieces inspired by each decade’s attitude. The three additional
eras, along with foundational product in vintage-inspired denim
washes and T-shirts, will also be featured in the space throughout
the duration of the pop-up.
Wrangler can trace its roots back to the emerging textile mills of
Greensboro, where the Blue Bell Overall Company was born. This
archive-inspired capsule, “Bluebell 1919,” celebrates the
foundation of the Wrangler brand – from the laborers who wore its
first coveralls to the talented tradespeople who made them.
Authentic Blue Bell patches can be seen on workwear-inspired jackets
and coveralls that have been updated as stylish wardrobe essentials.
As one of the most culturally complex periods in recent past, the
Sixties were simultaneously unpredictable and pervaded by infectious
optimism. It was during this decade that Wrangler became the
definitive brand of youth culture, with garments worn by
revolutionaries, riders, and rock stars alike. Every design in this
collection, “War & Peace,” captures a monumental moment in
time – one longing for change. Bold, rebellious pieces are
complemented by fun and carefree tiedye for a juxtaposition of two
Empowered by the appeal of protest and the promise of progress, the
Seventies was a decade defined by bold experimentation. This
psychedelic age introduced a new cultural landscape, which
frequently blurred the lines between art, fashion, and music. Flirty
flares, hypnotic patterns, and colorful prints from this capsule,
“Psychedelic,” highlight the exhilarating sound and style of the
extraordinary disco era.
With an attitude impacted by the pulse of pop culture, the Eighties
ushered in an era where style reigned supreme. Wrangler answered the
call of this legendary decade in denim with front-row seats at top
racetracks, leading the racing craze with booty shorts, graphic
tees, and the Wrangler Jeans Machine. The “Racing” collection
pays tribute to Wrangler’s ties to racing and the fashions of this
time in history.
Segal opened its doors in 1961, debuting fashion denim as a
lifestyle concept that instantly secured the brand as an integral
part of the Los Angeles scene and celebrity culture. A unique
retailer that offers an effortless, lifestyle experience inspired by
the free-spirited style of Los Angeles, Fred Segal has discovered and
launched some of the most beloved fashion and lifestyle brands
throughout the decades.
Segal is a place of invention and reinvention, for the best brands in
the world,” said John Frierson, president of Fred Segal. “We
love the references to Wrangler’s incredible heritage story in this
experiential pop up, but we’re also excited to launch these
exclusive new products that are highly relevant right now.”
Fred Segal, which is owned by
Global Icons, offers a curated and refreshing selection of new brands
together with food and pop culture experiences. In addition to its
flagship location on Sunset Blvd. in West Hollywood, CA, the brand
has expanded to Los Angeles International Airport’s International
Terminal, Malibu Village and has opened stores in Europe & Asia
including Taipei, Zurich, Basel, Bern and Lausanne. FredSegal.com and
on Instagram @FredSegal.
complete the pop up experience, guests can grab a selfie next to a
custom Wrangler Indian Bobber Scout and pose in front of the large
Wrangler logo that changes with each decade.
Wrangler capsule collection apparel will be available in-store
exclusively at Fred Segal Sunset for a limited time, with select
pieces available online. An exclusive launch party will be held Sept.
19 for influencers and media to experience the first featured era –