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Wrangler Spring/Summer 2010 "Vegas Heat"

March 4, 2010

Wrangler Spring/Summer 2010 is fresh vintage denim, Vegas Heat and the thrill of the outdoors. The collections celebrate life lived full throttle. The season opens with Ride Wild, a collection of vibrant vintage-inspired styles that build on Wrangler’s status as the original outdoor denim brand. Bluest blue denim jeans are worn with slim shirts or trampled Tees. Summer black, and gray-black, herald an alternative image. Washes are worn and dusty, authentically vintage in look and feel. Jeans’ fits have advanced big-time. Key products for S/S 10 in men’s are three core cuts. The Spencer is a perfect slim, Ace a regular-straight, and the Crank is an exquisitely modern fit with a low-rise and straight leg.

The second delivery, 1947, is inspired by tough workwear, the engineer as artist. These are hard-wearing clothes in a soft palette of gray, brown and blue, the sort of kit that Jack Kerouac and Jackson Pollock wore, and directly referencing Wrangler’s role supplying workwear to the US military in the 1940s.

51st Star, the third segment, is full of bang and flash: light, bright clothes for a hot party night. The legendary rivalry between motorcycle stunt riders Evel Knievel and Eddie Kidd supplies the driving image. Think starlets and fireworks, red, white & blue, sharp contrasts.

More images after the jump

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