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In Pictures: Wrangler launches "Icons" collection at pop-up shop in Soho

Tom Bottomley
22 February 2019

Heritage denim brand Wrangler has delved in to its archives to relaunch its most famous jean, jacket and western shirt for men and women at a new ‘Icons’ pop-up shop at 52 Brewer Street in Soho.

The store has been made to look like a 1970’s recording studio and will be open for six weeks from Monday 25 February. It’s the first global launch of a collection, to celebrate the iconic music stars of the past who have worn Wrangler, particularly Freddie Mercury, Debbie Harry, Mick Jagger and Bob Marley.

Each garment comes in either raw denim, or made to look like it’s six months old, and is also available in a ‘three-year wash’ for a more faded and worn look. There’s the 11MWZ men’s and women’s straight leg zip-fly jean, first produced by Wrangler in 1947 and featuring the brand’s game-changing broken twill denim, the 124MJ Western Jacket – first made for rodeo riders and ranch hands in the 1960’s, and the 27MW Western Shirt.

Wrangler creative director, Sean Gormley, says: “Today, more than ever, we have to show the world our authentic heritage and definitive style. Wrangler ‘Icons’ are the styles that have been at the core of our brand from the beginning. An iconic product is always popular the world over, and that’s been the key part of designing this range. We’re celebrating the most popular styles, silhouettes and fabric of Wrangler.”

There will be a full 360 digital campaign running throughout Europe, with the UK being the focus territory, particularly on social media, with the focus on raising the brand’s profile with a younger customer. “We 100% want to engage, excite and appeal to new and younger customers as well as existing customers with our core product – denim,” says Gormley.

Soho has always been at the heart of the creative scene in London, from recording studios, sound production, theatre to art, so we saw it as a perfect space to celebrate the ‘Icons’ launch.”

Championing the spirit and creativity of a new generation of artists, on Thursday 28 February, hip-hop artist IAMDDB will be performing in store to celebrate the "Icons" collection. There will also be further in store events coming soon.

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