Jun 07, 2018 | By Samuel Trotman
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America has a strong denim history, with icons still comfortably surviving in today’s fickle market of designer logos. Wrangler Denim, the 70-year-old brand, recently used their standard Spencer model to explain some of the 7 key features (or Icons) that make up their formula for long-lasting jeans.
Wrangler has been in the denim industry for over half a century, and like every original product designed for functionality rather than decoration, all detailing tells a good story. The formula for Wrangler’s famous denim is a simple one – regardless of the cut, all of their jeans feature seven unique details. It’s these that make a pair of Wrangler’s, well, a pair of Wrangler’s. Features that date back to 1947 include: Flat Rivets (won’t scratch your saddle), Watch Pockets, Felled Seams (for a more comfortable cowboy ride), Belt Loops, ‘W’ Stitching, Patches, and a Rope Logo.
Alessandro Vigano, the creative director of Wrangler EMEA explains: “The seven icons can still be found on all our jeans. They have purpose. They work. And they make Wrangler jeans unique.”
Here’s a breakdown of wrangler’s 7 Icons:
1. Flat rivets: Won’t scratch your saddle
Using rivets to secure denim jeans at key points of strain helps to keep them in one piece. But the method has always caused trouble, scratching furniture, car seats and motorbike saddles. Wrangler’s smooth flat copper rivets “won’t scratch” – just as early adverts promised. They give jeans a refined aspect: more comfortable for you and whatever your rub up against.
2. Watch pocket: Keeps your coins trapped
In its earliest days, Wrangler commissioned expert tailor Ben Lichtenstein to create a range of shirts, jeans and jackets. One of “Rodeo Ben’s” initiatives was the deeper watch pocket with its curved, ergonomic shape. The pocket’s high opening along the waistband is sealed naturally by a belt. So anything you keep in there – key, coins, gum – is securely shut away.
3. Felled seams: For a more comfortable ride
Folded ridges of fabric at the seams are characteristic of jeanswear, but Wrangler makes this feature functional. By creating a downward-facing lip in the yoke above high backpockets, your wallet is held firmly inside – vital if your free-time leans to the extreme. Fully felled outseams are a signature of most Wrangler jeans. Because the seam sits flat against your inside leg, they’re more comfortable when riding. You’ll appreciate this next time you straddle your modern-day horse: a motorcycle.
4. Belt loops: Hold jeans to the waist
The 11 MW, the first Wrangler jeans, debuted in 1947 with seven belt loops. If you’ve ever worn jeans with five loops, you’ll know that the waistband slips free. Six improves things a little. But thread a Wrangler premium grade leather belt through seven belt loops and those jeans are locked to your body.
5. “W” stitching
Back pockets reinforced
Introduced in 1947, the “W” stitch is cattle-branding for jeans. Wrangler’s carry two “W’s”, embroidered onto each back pocket: initials that read “Western Wear”. Back pockets also have a tone-on-tone horizontal stitch for a second layer of fabric, reinforcing pockets from the inside. Wrangler jeans: strength throughout.
6. The patch
A unique symbol of quality
The right back pocket of Wrangler jeans has carried a patch since 1947. Initially this read “Blue Bell’s Wrangler Authentic Western Jeans”. Today, the name Wrangler stands alone, single-handedly representing tough, top-quality, authentic denim garments.
7. Rope logo: Tough outdoor denim since 1947
Wrangler’s “rope” signature is one of the ultimate icons of jeanswear. The rope was a sign of action: Wrangler jeans are designed for the outdoors, for freedom of movement, for surviving on your wits. The rope says, Wrangler is the original American outdoor denim brand.
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