This denim campaign wants you to become an urban adventurer

Last month Wrangler showcased its latest campaign Born Ready; a new project intended to inspire urban adventurers and kick star Wrangler’s new weather-defying “Ready” range.

The campaign is brought to life through a great new interactive platform with renowned adventurer Alastair Humphreys, who has teamed up with the denim brand to create online maps featuring guides to adventures in and around London, Manchester and Edinburgh in UK, plus cities in Germany and Poland. A proactive campaign, the concept inspires consumers’ adventurous side and encourages them to discover experiences in the great outdoors just outside the city limits.


The first video had me reaching for my bike as Alistair, lifestyle blogger Kamil Pawelski and German actor and presenter Jochen Schropp escaped London for coastal shores in Kent. After a two hour trip out of King’s Cross, the guys head off on a bike trail and down to the beach, fully equipped with waterproof cameras to document the trip.

What’s interesting about the video is its honest approach – filmed on a go-pro camera with none of the polished finishes and models that are all too familiar with denim campaigns these days. It seemed like the type of day any group of friends could easily enjoy.

And as a Londoner myself, I know the constraints of city life all too well and these sorts of adventurous trips are rare, despite being a keen cyclist. But an easy click on the sites online maps and you’re offered an array of outdoor pursuits, whether it’s cycling to the top of the highest local peak or a forest walk with friends. To encourage users to share their own experiences and images, Wrangler are offering up a host of prizes for the best entries. European readers will have to be quick to make the most of this though with the Autumn firmly setting in.


The latest collection features a range of performance-ready denim pieces featuring functional attributes to protect you from the forces. Following in similar footsteps to Levi’s Commuter range, but with a broader focus on apparel for the urban adventure and city dweller, the collection of jeans and jackets features innovations such as rain-ready (water-resistant) and Cold Ready (winter-warming) denims.

With the recent bout of typical cold rainy weather in London, I’ve been reaching for my Commuter jacket, which has saved me a fair few times on rainy rides into the office so I can say these sort of functional denims are worth it. They don’t compromise on style either as the technology is hidden in the fabric.

Check out Wrangler’s Born Ready Adventure content including the interactive maps, adventure tips and more and follow #BornReadyAdventures.

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