Wrangler has launched its new seasonal website. At wrangler-europe.com you’ll find a short movie showcasing the Keep True collection for fall/winter 2012, which features iconic designs and details from Wrangler’s rich history, blended with modern innovation. Watch it below.
The movie was shot in North Carolina, Wrangler’s spiritual home and the story is about a couple that flees the city to reconnect with nature. Each scene of the short movie ends and transitions with a cinemagraph: a flapping scarf, a swinging bag, a tiny movement of the head. As you progress through the journey you’ll have 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.
The movie reconnects Wrangler with the brand’s roots out in the wild. At the heart of the piece is Thomas Keith. The one-time Salem Country D.A. now lives besides the Black River where he grew up. His love of the outdoors, free from the trappings of urban life, inspired the making of Wrangler’s seasonal film.
The 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 an original outdoor denim brand, 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. The movie also features imagery of the Rock & Mineral washes, the newly-relaunched women’s denim line and warm autumnal colour.