It ain’t just for cowboys anymore.
Wrangler, a brand created initially for the professional rodeo cowboy, is now cozying up to the high-fashion community.
Last month, the brand opened a six-week-long pop-up at Fred Segal’s Los Angeles flagship to showcase a capsule collection of modern interpretations of archival pieces from four pivotal times in its history: 1919 as well as the Sixties, Seventies and Eighties.
Now it is partnering with Opening Ceremony on a reinterpretation of some of its key products from the Eighties and Nineties. Called Value, the collection includes oversize cargo pants, wide-leg jeans and graphic Ts in heavyweight fabrics. There are also checked shirts, hooded popper jackets with retro colorblocking and boxy jeans with zip-off legs.
The collection’s name is a nod to the mass merchants that sold the original versions of the pieces. But the new Value collection, which is made from all organic cotton, has more of a street style vibe and is being produced in limited quantities. The collection is being sold exclusively at Opening Ceremony stores and on its web site beginning Thursday. The collection will range in price from $ 40 for a T-shirt and $ 70 for a rugby shirt to $ 140 for a zippered jacket.