Wrangler is partnering with SANKUANZ for a landmark collaboration, expanding the innovative spirit behind its designs through a new experiential lens.
Following its launch in China, Wrangler has continued to evolve its unique, high-quality, classic denim designs by connecting with new generations around the globe. This latest collaboration, including jeans and jackets will be available at Wrangler's newly-opened Deji Plaza store in Nanjing, as well as it's official online store on TMall.
"We challenge younger generation to always show their courage, their truthfulness and vitality," said Kristy Kilmartin, VP, APAC Marketing, Kontoor Brands. "We want them to join Wrangler in all kinds of new life adventures."
This collaboration is inspired by "In the American West (1985)" by Richard Avedon, a well-known American photographer. Designers at SANKUANZ were deeply attracted to the wild and rebellious outlaws of Western adventures who appear in Avedon's black and white images. The tension between classic Western fashion aesthetics and modern adventure was explored and reinterpreted by the designers.
For example, the stains, wear and tear on a traditional cowboy's shirt - which speak to its authenticity and a desire for freedom - are smartly recreated with denim snowflake washes.
Wrangler x SANKUANZ also revives the classic 124MJ denim jacket with frays and tassels, making these classic Western shirts instantly recognizable. Each pair of jeans is a redesign of the classic Wrangler 11MWZ, featuring washed tassels on the sides making bold statements of individuality and distinct personality.
Wrangler x SANKUANZ hopes to continue inspiring younger generations to strive for self-expression in all its forms through sturdy and fashion-forward denim.
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Kontoor Brands Inc. published this content on 03 December 2021 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 03 December 2021 16:41:06 UTC.
Kontoor Brands, Inc. is a global lifestyle apparel company. The Company designs, manufactures, procures, sells and licenses apparel, footwear and accessories, primarily under the brand names Wrangler and Lee. The Company's segments include Wrangler, Lee and Other. The Wrangler segment offers multiple sub-brands and collections within the Wrangler brand, including 20X, Aura from the Women at Wrangler, Cowboy Cut, Premium Patch, Riggs Workwear, Rock 47, Rustler, Wrangler Retro, Wrangler Rugged Wear and Wrangler All Terrain Gear. The Lee segment includes a range of jeans, pants, shirts, shorts and jackets for adults and children. The Lee brand offers multiple sub-brands and collections, including Lee101, Riders by Lee Indigo and Chic by Lee. The Other segment includes sales and licensing of Rock & Republic, other company-owned brands and private label apparel. Its distribution channels include United States Wholesale, Non-United States Wholesale and direct-to-consumer.