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Wrangler – Seven Icons‏

October 19, 2011

The formula for Wrangler’s famous denim is arguably a simple one – regardless of the cut, all of their jeans, from the first pair ever made to today’s models, feature seven unique details. It’s these that make a pair of Wrangler’s, well a pair of Wrangler’s. Alessandro Vigano, the creative director of Wrangler EMEA explains: “The seven icons can still be found on all our jeans. They have purpose. They work. And they make Wrangler jeans unique.”

First up are the rivets used to secure the jeans at points of strain, helping to keep them in one piece. Rivets have always caused trouble – they scratch furniture, car seats and saddles. But Wrangler’s versions are smooth flat copper rivets which make the jeans more comfortable for you and more forgiving to whatever your rub up against.

Second is the watch pocket which came about when the label commissioned expert tailor Ben Lichtenstein to create a range of shirts, jeans and jackets for them, and one of his initiatives was the deeper watch pocket with its curved, ergonomic shape. Made for watches but perfect for keys and cash – I wouldn’t own a pair of jeans without this feature myself.

Then there’s the fully felled outseams that are a signature of most Wrangler jeans. Because the seam sits flat against your inside leg, they’re more comfortable, especially for those of you who ride a motorcycle, it’s a simple touch but one that’s often overlooked by other brands. Another thing that many over look are the belt loops – the first Wrangler jeans debuted in 1947 with seven belt loops and that number is still used to this day. They stop your waistband coming free of your belt (which can easily happen with only five loop jeans), making for more comfortable jeans, and ones that are locked to your body.

When it comes to back pockets many jeans have their own signatures and Wrangler’s are no different with their easily recognisable ‘W’ stitch. The two W’s across the back stand for ‘Western Wear’, which is exactly what these jeans are. In addition to this, the right back pocket of Wrangler’s jeans has carried a leather patch since 1947. Initially this read “Blue Bell’s Wrangler Authentic Western Jeans”, today though the name Wrangler stands on its own, single-handedly representing tough, top-quality, authentic denim garments.

And to finish things off is the brands “rope” signature. The rope was and still is a sign of action – these jeans are designed for the outdoors and for freedom of movement. It’s the final touch for a denim brand that’s seen a lot in its sixty plus year existence. For more information on the brand, or to find your nearest stockist, go to the website here: Wrangler.

7 Comments leave one →
  1. October 19, 2011 8:42 am

    the inseam you mentioned is very clever, i don’t really know how this compares to other brands but that just seems so important if you think about it. i’ve always loved the rope logo

  2. October 19, 2011 5:26 pm

    When I was young – “Rickenbacker” for me was associated with Wrangler before guitars as there was an advertising campaign for Wrangler where the end tagline was “Oh no, Rickenbacker” or something similar. I used to covet a pair of Wrangler jeans over Levi’s. And it came to pass that Wrangler were the first ‘branded’ jeans I owned.

  3. October 20, 2011 7:32 am

    Great article Rob. I love all of that shit.

  4. Smartypants123 permalink
    October 20, 2011 6:58 pm

    Fantastic brand & like David they were my first pair of proper pair of jeans too, I wore holes in mine I loved them so much. Wish I still had em.

  5. wavey permalink
    October 23, 2011 6:27 pm

    I thought the biggest signature of them was that the material above the back pockets went the other way? Because with normal jeans you’ll try and get something out your back pocket but your fingers catch on the seam but with wranglers your hand goes straight in because the material goes over the other way.

    • October 24, 2011 8:54 am

      Bollocks, it is & I’ve lost the section of copy I wrote on it!

      It’s done by having a downward facing lip in the yoke above the back pockets (as you said). This does two things – makes it easier to get stuff in and also is meant to hold your wallet firmly inside.

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