Fashion worlds collide in Wrangler’s new collaboration with Gant – Sourcing Journal


Collaborations can bring out new or unseen sides of fashion brands.

As part of Wrangler’s 75th anniversary celebrations, the Kontoor Brands-owned label has tweaked its rocker style in collaborations with Fender and Lollapalooza. She hung ten in a surf collection with Billabong. A partnership with Colosseum Athletics revealed its sporty side, and a collection with Roark underscored the Wrangler’s place in the outdoor market.

The heritage brand’s latest partnership combines its Western roots with the all-American preppy style invented by American sportswear label Gant.

On Wednesday, the brands dropped a 30-piece capsule collection, which includes jeans, T-shirts, sweaters and accessories for both men and women, that explores “the intersection of East Coast and West preppy denim.”

Although they serve different markets, similar trajectories unite the brands. “In 1950s America, Wrangler and Gant were at the forefront of the casual Americana design scene. While Wrangler was embracing the Western lifestyle, with pioneering products like Western jeans, jackets and shirts, preppy style shaped Gant with their definitive button-down shirts,” said Sean, Wrangler, director of global, modern concept.

The collection taps into the ongoing western and preppy trends fueled by pop culture. Key items in the collaboration include cropped college jeans, a varsity jacket with an embroidered western motif, and a denim jacket lined with faux fur.

“The collision between the history of our two brands set in 2022 has produced some really interesting pieces,” said Christopher Bastin, creative director of Gant.

The brands’ design teams bonded over their shared love of vintage fashion. “Working with Wrangler has been an incredibly fun experience,” added Bastin. “The moment I first spoke to Sean, I knew that the same things made us fat. We’re both old nerds and found a lot of unexpected commonalities in our respective archives.”

While their stories may be different, Gormley added that both created a lasting cultural impact. “The DNA of both brands runs through each piece in this celebration of our combined heritage,” he said.

British artist Nadia Lee Cohen directed, photographed and stars in the campaign for the collaboration.

The collection is priced from $90-$900 and is available now at Wrangler.com.





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