Cowboys of the world take note: Wrangler is updating its classic 13MWZ Cowboy-Cut jean.
The company is introducing the 47MWZ, a new model designed with extra room in the waist and thigh to create a more comfortable fit. The jeans will also feature ring spun broken twill denim that is designed to last 20 percent longer. They will sport flat inside seams for durability and comfort and larger scoop front pockets and a redesigned watch pocket large enough for a cell phone.
Called the Premium Performance Cowboy Cut, the launch will be supported by a national advertising campaign as well as in-store displays and retail promotions. The television, print, radio and on-line advertising will mark Wrangler Western Wear’s largest new product launch campaign ever.
“We know there is a large consumer base perfectly satisfied with the 13MWZ, a jean made by cowboys for cowboys more than 60 years ago. For those consumers, the 13MWZ will not change,” said Phil McAdams, president, Wrangler Specialty Apparel. “However, when we took a deeper look at the lifestyle needs of many consumers, it became clear that a new and improved version of the classic Western jean, with enhanced performance features, would meet the needs of so many men and provide a great, new option for them and their lifestyle.”
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The Premium Performance Cowboy Cut jean will hit Western retailer this fall and will retail for $25 to $37.