SS21 Trend Alert: Wrangler’s New Heritage Denim

By Edward Lemont

Leading denim brand, Wrangler has sought inspiration from their very own heritage to create their SS21 collection. Inspired by the pioneering/Pioneertown cowboys who put their cowboy boot stamp on Wrangler denim back in 1947.

Expect lived-in washes, fades, rips and snags throughout the collection apparent back in the day from cowboys saddling up.

Wrangler has also updated two favourite jean fits with a heritage twist for SS21, The straight fit Greensboro – offering a relaxed feel and regular thigh for a classic look and the Larston – A modern slim tapered fit, with a sleeker look, and stretch to give the denim for movement.

Four new heritage worn-in washes are available within the collection; classic vintage indigo, aged lighter denim, vintage faded blue and a time-honoured black. 

Look a little closer and you’ll notice nostalgic graphics adorning the inner pockets, just one of the many considerations when building the collection. 

Wrangler has also considered the environment, by creating tough denim with a gentle footprint – featuring 20% post-consumer recycled cotton sustainably finished hardware and trims, and low-impact production technology.

The campaign imagery is some of the best we’ve seen, featuring male models straddling vintage motorbikes across open USA highways, with outfits complimenting the heritage collection.

Check out the full campaign video here:  

Prices start at £90 and you can check out the full collection here: