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For the autumn season, American sportswear brand GANT is launching a unique collection with American denim icon Wrangler. The campaign is directed by and stars artist Nadie Lee Cohen.

 

The worlds of Gant x Wrangler come together through this capsule collection that revisits the origins of both brands. The launch consists of 30 pieces; including jeans, clothing and accessories for men and women, exploring the intersection between East Coast preppy style and Western denim.

Among the standout pieces are a pair of bootcut jeans with varsity patches
bootcut jeans with varsity patches, a varsity jacket with a Western embroidered motif and a faux-fur-lined denim jacket  inspired by rock legends of the 60s and 70s.

Both brands were founded in the 1940s, and helped shape and define the emergence of American sportswear. For FW22, these two worlds come together in a joyous celebration of American iconography that explores new commonalities across their extensive archives.

 

“Working with Wrangler has been an incredibly fun experience. The moment I first spoke with Sean, I knew that we had the same things in common. We are both vintage fanatics and found a lot of unexpected common ground in our respective archives. The collision between the history of our two brands in 2022 has resulted in some really interesting pieces,” says GANT creative director Christopher Bastin.

“In 1950s America, Wrangler and GANT were at the forefront  of the emergence of American casual design. While Wrangler embraced the Western lifestyle, with pioneering products such as jeans, the western jacket and shirt, GANT was shaping the preppy style with its button-down shirts,” says Sean Gormley, Global Concept Director at Wrangler.

In addition, Sean Gormley also has a view on this union: “The stories may seem different: Wrangler dressed rodeo stars and ranch hands, while GANT defined the look of Ivy Leaguers; but both brands created a lasting cultural impact. The DNA of both is present in every piece and in this celebration of our combined heritage”.

The limited collection will be sold in GANT and Wrangler physical and online shops worldwide from September 2022.





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