Wrangler targets outdoor with performance denim collection
23/09/2015
Its new Born Ready collection includes Rain Ready, with a water-resistant finish, and Cold Ready, made with an insulating fibre called Thermolite.
A marketing campaign across the UK, Germany and Poland will feature adventurer Alastair Humphreys (pictured) in a series of ‘adventure films’ and an interactive online map on which users can upload descriptions of their 'adventures' to win prizes.
The collection also features water-resistant outerwear including parkas, peacoats and down jackets.
Wrangler European marketing director Ilaria Pasquinelli said: “We now have a brand message that can permeate our whole collection as it speaks to our roots of looking good and working hard.”
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