Being an American manufacturer of jeans and other clothing items, Wrangler owned by the VF is honoring its 70th anniversary this year, and among the celebrations planned is the launch of the Peter Max capsule collection, one of the initiatives aimed to update the label's look. Sean Gormley, creative director explains that capsule collection, entirely mixed, is here to surprise everyone and showcase what we can do in terms of style.
Wrangler is carrying its style through Peter Max, American artist and pop-art figure. The brand is recognized for its 5 pocket jeans was a fashion principal, an image of the Woodstock Summer of Love which marked the end of the previous decade. For Spring-Summer 2017, the capsule comprises 15 garments for men and 15 for women. Not just limited to jeans, the collection includes shorts, T-shirts, sweaters, shirts and blouses with cargo pockets. Manufactured in Italy and Turkey this uber-colourful line will also be availableuntil Spring/Summer 2018
The line which was launched at Parisian boutique Colette has been dedicated a window display to the collection until June 15. The label is also set to make the most of the festival season to increase visibility, participating at a handful of well-known festivals including Glastonbury, one of England's most famous and which will see 135,000 attendees at the end of June this year.
Talking about the brand the Peter Max capsule is a very positive and optimistic. For us, the line is an opportunity to speak to young people, to better target them, much like our new campaign that was launched in April, explains Gormley, He also adds that the company wishes to get back the provocative, sexy image back which was one of the brands that set the pace in the 70s both for men and women.
The label's main aim has also undergone several fundamental changes in order to attract a wider client base: On this Gormley added his thought saying that the company is keen on showing the lifestyle identity denim. They are also looking to open a mono brand store in Paris to make the brand more visible.
