The brand, which has been overshadowed by rival labels in the last two decades, is using its "broken twill denim creation to differentiate itself from competitors, according to Rodney Tam, regional executive creative director of Triangle Pacific, which created the relaunch campaign.
Tam said the broken twill material carried a double meaning for Wrangler - apart from the cloth being a Wrangler creation woven from the right to the left-hand side, the design resembled the letter, W. Prior to the campaign's launch, VF also opened two shops in Hong Kong and launched an online game, offering Wranger jeans prizes for 21 days.
