Wrangler Launches “Keep True” F/W 12 Campaign

Wrangler launches its seasonal campaign with an interactive website and a short movie showcasing its ‘Keep True” collection for F/W 12.

For the F/W 12 offering, Wrangler returns to North Carolina, the birthplace and spiritual home of the iconic denim brand. Reconnecting with its roots, Wrangler shifts from city to the wild outdoors to shoot its latest interactive showcase for the brand’s “Keep True” campaign.


Continuing with their award-winning formula of interactive websites and stunning campaign imagery, Wrangler embarks on yet another innovative project for their F/W 12 collection. Once again, Wrangler tapped digital producers, Stinkdigital and director Arno Salters, the dream-team behind Wrangler’s award-winning “Get Your Edge Back” campaign for S/S 12.

A slower and subtler affair than last season, “Keep True” takes the form of a short movie, broken into chapters. A couple flees the city to reconnect with nature. Special, timeless moments are highlighted through the use of cinemagraphs – still photographs with tiny, repeating movements. As the user progresses through the journey, they activate different cinema graphs using the drag and release mechanic that Wrangler has famously employed in previous campaigns. The result is a series of beautiful and subtly shifting vignettes that represent the little slices of beauty and tranquility that accompany all our favorite memories.

In line with this launch, the brand also released a short film reflecting Wrangler’s humble beginnings as the original denim brand of the outdoors. At the heart of the piece is narrative of Thomas Keith, a one-time Salem County D.A. who returned to the Black River where he grew up. His love of the outdoors, free from the trappings of urban life, inspired the making of Wrangler’s seasonal campaign.


Wrangler Launches "Keep True" F/W 12 Campaign

Please fill the required fields

Subscribe to WGSN

Get more Denim insights as a WGSN subscriber

Related stories

Fuck Yeah Festival, Los Angeles: The best street style

Diesel Kids Autumn/Winter 14/15: The old-school campaign

0 min
Mastercraft Union - redefining modern Japanese denim design

Pepe Jeans goes rock ‘n’ roll casting Drowners guitarist Matthew Hitt

Kapital Autumn/Winter 2015 Catalogue: Wonderful, bizarre and timeless

Golly gosh, what jolly good fun: Hunter's A/W 15 campaign

Meet Rain Delisle - the rock star of denim restoration

Fashion meets millennial hook-up culture: Is this Calvin Klein’s most explicit campaign yet?

Inside Cone Denim's White Oak vaults: A window to denim history

Balenciaga gets moody and mysterious in new men’s campaign starring Sam Smith

Denim legends: Meet the people behind Cone Denim's White Oak - America's oldest mill

Tommy Hilfiger makes another touch down with it’s A/W 15 campaign

Georgia May Jagger channels a seventies pop idol in the new Mulberry campaign

Cone Denim stories: Industry legends on their history with White Oak Mill

Alexander McQueen casts new model into spotlight for A/W 15 campaign

Cone Denim White Oak: Inside America's oldest denim mill

Tom Ford stars social media savy male model Lucky Blue Smith in new campaign

New York Men's Fashion Week Spring/Summer 16: Top 10 Denim Looks

Coach's less furry campaign models revealed for A/W 15

Seven Senses Denim: A bold organic, ethical start-up supporting artisans