Wrangler Debuts Premium Prices with Blue Bell Collection

by · WWD
Wrangler's Blue Bell CollectionCourtesy

Japanese denim, archival fits and premium hardware come together in Wrangler’s new Blue Bell Collection.

The men’s collection marks the heritage denim brand’s first standalone entry into the premium space, with prices ranging from $399.99 to $1,399.99.

“What sets this launch apart is the caliber of materials we’ve brought to that heritage,” said Holly Wheeler, Wrangler’s vice president of global brand marketing. “Every detail reflects the authenticity and purpose that has defined Wrangler from the beginning, while speaking to today’s consumer demand for genuine, uncompromised design. The result is a bold new chapter for Wrangler: a modern expression of authentic heritage that remains true to its roots, built to take on character and tell a story with every wear.”

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The collection draws its name from Blue Bell, the early 20th-century workwear company that acquired the Wrangler brand in 1943. Wrangler said the name “embodies the grit, determination, and utility that built American workwear,” noting that designs reflect those utilitarian origins. “We see this collection as our way of carrying our heritage forward, creating products designed to be lived in, shaped by experience, and uniquely defined by the wearer, delivering our true brand authenticity,” said Vivian Rivetti, Wrangler’s vice president of global design.

Developing the collection was an exercise in history, craftsmanship and fabrication, and what they mean to today’s consumer.

Built for the denim enthusiast and with the premium consumer in mind, the collection includes the Cowboy Cut Raw Selvedge Jean, an elevated take on the original 13MWZ made with raw Japanese selvedge with a “Wrangler Blue” cast; the Leather Aviator Jacket with a sherpa lining at the collar and a quilted lining through the body; the Cowboy Cut Suede Jean, a version of the 13MWZ made with 100 percent leather and lined in cotton for comfort; and the Suede Shearling Wrangler Coat, a chocolate torte suede coat with shearling trim modeled after 1950s style.

“We looked deep into our archives to craft pieces that serve as a blank slate for the wearer, elevating the rugged utility of our past into this premium collection,” Rivetti added. “By incorporating exceptional materials, trims, and finishes, we have engineered styles built to be worn in, ensuring that every fade, crease, scuff, and wear pattern becomes uniquely yours with time.”

The Blue Bell Collection is available now on Wrangler.com. The brand said it plans to expand availability to select top-tier boutiques and premium retail environments.

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