Dive Brief:
- Wrangler and Los Angeles-based fashion company Staud launched an eight-piece women’s collection Thursday, per a release sent to Fashion Dive. The collection arrives as New York Fashion Week’s fall-winter shows begin.
- The line features denim tops and bottoms, including a jeanswear bikini top, pencil skirt and oversized chambray western shirt, and prices range from $95 to $350.
- Fashion collaborations have been a popular theme of late for the jeanswear giant. In August, the brand released a 1970s-inspired 10-piece gender neutral collaboration with Paris-based fashion brand Sandro, per a separate release sent to Fashion Dive. That collaboration is available in select specialty stores and through Sandro’s e-commerce platform, and prices range from $145 to $545.
Dive Insight:
Staud’s collaboration is available through Staud stores and through the e-commerce sites of both Staud and Wrangler.
"We are beyond excited to partner with Wrangler for this collection," Sarah Staudinger, co-founder and creative director of Staud, said in the release. "Wrangler's heritage in denim aligns with our brand ethos of creating pieces that are timeless while feeling fresh. Together, we have created a collection that combines Wrangler's iconic styles and infuses them with our DNA."
Staud was established in 2015, and the vintage-inspired line became known for its accessories, novelty prints and popularity with celebrities including Kendall Jenner and Emily Ratajkowski.
Wrangler’s history in the western jeanswear category has “presented some fun ideas and opportunities for our brand to step into new spaces and reach new consumers,” said Jenni Broyles, Wrangler’s senior vice president, in an email to Fashion Dive.
“We look for opportunities to reach new consumers with each partnership,” Broyles said. “Just as important, we like to partner with those that share our brand values, while also embracing the self-expression and evolution that is always happening across the fashion landscape.”
She added that by working with brands that reach beyond Wrangler’s established consumer base, Wrangler is able to “reinforce our ethos while discovering a broader audience.”
In April, Kontoor Brands, which owns Wrangler and Lee, announced the launch of a system called Global Design Standards, which it said was intended to lower its climate impact and improve worker well-being. One component of that system is a list of preferred materials, which focuses on sustainable and recycled fabrics. The Sandro collaboration, which features organic cotton, 50% recycled polyester and environmental impact measurement tools for denim washes, is in line with that ethos.
“We have several exciting collaborations coming out in the next couple of months that will continue to modernize our products and provide fresh, new takes on denim styles and silhouettes,” Broyles said.
While Broyles declined to provide specific details, she said the new collaborations would include “playful collections for women and girls” and product sets inspired by the brand’s place in the outdoors.
In August, Kontoor, which separated from VF Corporation in 2019, named Joe Alkire as its new CFO following the retirement of Rustin Welton. In its second-quarter earnings call earlier in August, the company reported restructuring costs of $8.8 million related to a reduction in its global workforce.
“Rustin’s expert counsel has been invaluable since Kontoor was established, and his service has been integral to our success,” Broyles said. “The strategic actions taken under his leadership have established a solid foundation for future growth and been essential to putting both [Wrangler and Lee] in a position of strength. We wish him all the best in a well-deserved retirement.”
Broyles added that Alkire was “a proven leader with extensive experience in the industry,” and said he would be “well-positioned to help both brands continue to embrace transformational change, drive product innovation and continue to build strong company culture.”
