Wrangler Builds on Brand’s Legacy in Music Launching ICONS Collection at SXSW


Following a profitable Freddie Mercury-inspired marketing campaign, the most recent kinds will harken again to iconic rockers extra broadly.

After the profitable launch of the Freddie Mercury-inspired "Bohemian Rhapsody" Collection in November 2018, denims maker Wrangler is constant the celebration of its rock star previous with the introduction of the Wrangler ICONS Collection. An invite-only occasion being held Thursday (March 14) at South by Southwest in Austin, with stay music offered by Robert Randolph and the Family Band, serves as a celebration of the worldwide launch of the gathering.

Inspired by designs discovered inside the model's archives, the gathering will characteristic six reissued heritage kinds, many worn by a few of the greatest names in music historical past. Think Lennon, Jagger, and Mercury, though there isn't a direct tie to any particular artists in a proper sense for the road. 

"We thought a very cool strategy to deliver to rejoice how Icons have all the time been part of our model, by way of this assortment of denims, T-shirts, and jackets," Wrangler vp, GM North America Jenni Broyles tells Billboard. "Throughout our historical past we've been related to all the pieces from iconic rock stars to iconic rodeo riders and this line helps deliver that to life."

The international launch being deliberate round SXSW isn't a coincidence, because the model continues to show its sturdy ties to the music neighborhood by sponsoring three days of events at this yr's occasion. It continues an extended relationship with SXSW, which alongside the Austin City Limits pageant has allowed Wrangler a robust sponsorship presence at festivals within the Texas capital for years now.

"We're going to host three days of events, from our main occasion on Thursday, March 14th, on the Austin Motel, by way of Saturday, March 16th, and that's going to actually be actually our international launch of this assortment," Broyles explains. "The Motel is such an icon in Austin and we thought it might make for such a cool celebration of our two actually genuine and historic manufacturers -- the motel has been round since 1938, we've been right here since 1947 -- and provides everybody a style of the 'actual' Austin." 

She continues, "I feel from the artist to Wrangler, and from Wrangler to the artist, our ardour and partnership with music has all the time span from respect. All music unifies communities of individuals and it has this celebration really feel that's actually what our model is about."

With ICONS, Wrangler hopes to recapture the success it discovered with the sooner Queen-inspired assortment, which noticed a 90 p.c promote by way of. While no single type right here could also be as immediately recognizable as Freddie Mercury's Wrangler denims and white tank high outfit from Live Aid was for that line, Broyles says customers will nonetheless discover many items that harken again to legendary moments in rock, similar to the road's 124MJ males's western denim jacket that Lennon was photographed carrying numerous instances.

"It's unbelievable to know that these stars selected our model as their jean of selection and that these merchandise we're that includes are really those who have stood the check of time," she says. "It's all the time going to be in type, and for us, that's what this assortment captures: the essence of the celebrities. And it actually celebrates that tradition and that type, and that transcends any sort of development within the market."

The Wrangler ICONS assortment will probably be obtainable on Wrangler.com, with choose kinds obtainable at premium malls and boutiques. The assortment ranges from $88 to $148.