Wrangler launches its Freedom Denim Collection
Wrangler‘s new Freedom Denim Collection launched at Chippendale’s Goodspace Gallery in Sydney this week, where there was a photo exhibition, art installation and live performance from Jack River. On display was the work of US-based avant-garde photographer Ryan Brabazon, alongside Nashville embroidery artisan Leah Hoff, and behind-the-scenes photography of Jack River, The Jim Mitchells and more. Pasito (DZ Deathrays DJ set) span some tunes too. Cherry Anna Brearley was there for Something You Said:
The world, (and not just the ‘fashion world’!) knows Wrangler as one of the most famous heritage American denim brands of the 20th century, a name synonymous with craftsmanship, quality, and perrenial stylistic value.
It may fall slightly outside mainstream knowledge, though, that their first tailor, ‘Rodeo Ben’ produced their first ever jeans specifically for real, land-of-the-free, North Carolina cowboys way back in 1947, a time when a career as a cowboy was just about as free as you could be.
Fast forward 60 years later, and the definition of freedom has shifted, refracting off the norms and constraints of the passing decades, to mean something different, and something more to today’s denim consumer. And that’s where the new Freedom range from Wrangler chimes in. The campaign celebrates the individuality and freedom of expression and action that they’ve always stood for, but twists the styling and composition just interestingly enough to make them totally covetable and fashionably super-relevant.
Crafted in super stretchy, yet hardwearing performance denim, these instant favourites are both comfortable and sturdy enough to withstand any road trip, mountain trek, or other bucket-list activity (even if one of your bucket-list activities is going out dancing all night or sitting on that flight to a dreamy destination). And if your idea of ‘fashion freedom’ is, well, just being naked, good news. These comfy, second skins are just as comfortable as just wearing your birthday suit, meaning that you can live all your favourite freedom activities whilst wearing them, and not get arrested, or just really really cold.
What does Freedom mean to you? You can do it all wearing a pair of these. https://wrangler.com.au/freedom-denim
Words by Cherry Anna Brearley.
