Wrangler to launch kidswear in partnership with BMG
Heritage US denim giant Wrangler is launching a debut kidswear collection for AW24 in partnership with UK-based licensing specialist, Brand Machine Group (BMG).
BMG already designs, manufactures and distributes kidswear for Wrangler’s Kontour Brands stablemate, Lee.
The new Wrangler kidswear line includes 'Texas' and 'Greensboro' jeans, jackets, tops, t-shirts and accessories.
Henry Blogg, Design Director at BMG, said: "Building on our successful partnership with the Kontoor group, we saw an opportunity to expand our collaboration.
"Together with Wrangler, we aim to create a collection that captures the essence of Western fashion while infusing it with modern elements, ensuring that kids everywhere can embrace their adventurous spirit with style."
Partnering with recognised market leaders, BMG manages a collaborative process of designing, manufacturing, and delivering quality products while "championing the DNA of a diverse portfolio of brands".
It launched the first Lee kidswear collection in October 2022 for SS23, and also holds childrenswear licenses for Ben Sherman, Elle Junior, Franklin & Marshall, Jack Wills and Juicy Couture. The company also fully owns the Penfield and Duchamp brands.
