Wrangler jeans are getting graphic in Europe.
The label, which is repositioning itself as an edgy, urban denim line, will team up with graphic designers and illustrators to launch a premium denim line dubbed Blue Bella Story.
“We wanted to tell a new Wrangler story, which adds a stylish, rebellious feel to the expression,” said Mark Cuthbert, vice president and general manager for Wrangler Europe. “We wanted a new direction for the women’s business in order to portray the brand in a different way.”
To that end, France’s Purple Magazine has worked with Wrangler to create an exclusive look book. French style muse and DJ Olympia Le Tan is the face of the Blue Bella Story campaign.
The limited edition capsule collection will feature illustrations on key pieces inked by a different artist each season.
“Each artist will give us the opportunity to bring a new chapter out each season,” Cuthbert said.
First up is Aya Takano, known for her manga art — a Japanese style seen in comic books and animated movies that’s heavy on fantasy, violence and sexuality. Takano spun her hardened yet whimsical illustrations into blouses and tops for the line’s debut fall collection.
Blue Bella Story is a vintage denim line that has Victorian influences and worn fabrics, and includes four denim styles. The Rebecca line has a superskinny fit, Janis has flared legs and Gemma is a denim jumpsuit style. A contemporary take on an iconic Wrangler Western denim jacket rounds out the collection. Jeans prices range from 120 to 180 euros, or $158 to $238 at current exchange. Cashmere blend tops and silk blouses retail for about 60 to 150 euros, or $79 to $198.
The line will be available in September in Wrangler’s three European stores, including the new flagship on London’s Carnaby Street that is to open March 23. Cuthbert said Blue Bella Story also will sell at select independent retailers.