Just last week in my Wrangler acid wash jeans paired with my mom’s vintage acid wash vest, someone complemented me on my look and the fit of the jeans. Wrangler is a name I’ve know since childhood and the favorite jeans of the Brady Bunch. Now that’s retro for you. The American classic jean company Wrangler has now launched their latest site at wrangler-europe.com featuring a new digital creative to showcase the new ‘Keep True’ campaign of textured denims. Wrangler in my mind are what pioneers and cowboys and cowgirls are made of.
Keep True campaign takes the form of a short movie, broken into chapters, and shot in North Carolina, Wrangler’s spiritual home. 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.
Each scene of the mini-movie ends and transitions with a cinemagraph: a flapping scarf, a swinging bag, and a tiny movement of the head. As the user progresses through the journey, they activate different cinemagraphs 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.
This emphasis on tiny details is reflected in the FW12 collection, which blends design elements and icons from Wrangler’s rich history with denim innovation. As the original denim brand of the outdoors, Wrangler takes inspiration from nature: new denim treatments recreate the textured surfaces of rocks and minerals. Meanwhile, Wrangler’s women’s jeans line enjoys a full relaunch and a more feminine feel. Wrangler aims to give you a peak into the brands heritage and lifestyle of the brand with the release of the “Keep True” website. Back to school shopping for jeans just went retro All American.