The model inked a licensing take care of Twisted X, a males’s, ladies’s and kids’s footwear producer with experience in Western, work, outside and way of life, to provide Wrangler Footwear for Spring/Summer season 2021.
Below the brand new licensing settlement, Twisted X will design and distribute Wrangler Footwear for males’s, ladies’s and youth throughout 4 classes: Western, work, work/informal and informal/trendy. By way of this settlement, each manufacturers will leverage their experience and talents to develop a set to resonate with current and new shoppers in a number of channels of distribution throughout the U.S., Canada and U.S. territories together with Puerto Rico.
Twisted X CEO Prasad Reddy emphasised that the gathering will give attention to high quality, consolation, and sustainability—traits that Wrangler followers have come to anticipate from the model’s denims, tops and outerwear. And like Wrangler, which is pioneering water-less dyeing and supporting natural cotton farming, sustainability, Reddy added, is “very close to and expensive” to Twisted X, which just lately made headway with no-glue footwear.
Wrangler Footwear shall be made with leather-based uppers in addition to Twisted X’s menu of sustainable higher supplies, together with uppers constituted of a mean of 13 recycled plastic bottles, linings made with a mix of recycled PET and bamboo charcoal for breathability and moisture management, and bamboo shoe laces.
To make snug outsoles, Twisted X blends rice husks—a byproduct of the agricultural business—with rubber. It additionally upcycles waste from manufacturing, similar to EVA and rubber, into new footbeds. This permits the corporate to substitute its personal foam with supplies that might have beforehand been destined to landfills.
“This assortment will advance Wrangler into the footwear class, and we couldn’t be extra excited to carry these merchandise to life with the assistance of Twisted X,” stated Allen Montgomery, Wrangler Western vice chairman and normal supervisor. “Wrangler has all the time positioned a precedence on respecting the environment, and with Twisted X’s outstanding sustainability efforts, we’re optimistic our inaugural enterprise into the class shall be an enormous milestone, not just for the model, however for the whole western neighborhood.”
The gathering can have Western influences guided by Wrangler, however Reddy stated the comfort-driven types can have broad attraction. Like Wrangler attire, he stated the footwear line with haven’t any age limitation and it’ll resonate with shoppers that subscribe to outside existence—even when it’s extra of a yard setting than a ranch.
“[Wrangler] is essentially the most iconic model in western tradition, however it’s extra of a way of life model,” he stated. “Within the footwear world, we don’t know of any model captures this informal western way of life.”
Diversifying distribution and growing new product tiers have been a part of Kontoor’s reboot plan for Wrangler for the reason that spinoff from VF Corp. Retailing for $60-$240, the footwear will assortment will bow throughout direct-to-consumer channels in early Spring 2021. A focused group of outlets that spans “upscale western” and outside shops like Boot Barn and Bass Professional in addition to conventional shops and luxury footwear shops, can have entry to the gathering by June.
Launching a model throughout pandemic situations is unlikely a part of any firm’s excellent playbook, however there’s a way that Wrangler, with greater than 70 years of expertise and shopper recognition, has a working begin. Regardless of being carefully related to sturdy work denims, Reddy stated Wrangler has been capable of pivot its product message to consolation and flexibility for shoppers who at the moment are working from house or hitting the path for an escape.
Tricia Mahoney, Twisted X chief advertising and marketing officer, added that the theme of heritage shall be instrumental in how Twisted X plans to execute the advertising and marketing and positioning technique for the Wrangler assortment. “Leveraging and tapping into that iconic title is a large a part of our push and our initiative,” she stated.