Wrangler® Teams up with Chinese Fashion Brand SANKUANZ on Western-Inspired Collaboration

By: Kontoor Brands News Team Dec 03, 2021 Feature Story Tags: Wrangler, Product

Wrangler is partnering with SANKUANZ for a landmark collaboration, expanding the innovative spirit behind its designs through a new experiential lens.

Following its launch in China, Wrangler has continued to evolve its unique, high-quality, classic denim designs by connecting with new generations around the globe. This latest collaboration, including jeans and jackets will be available at Wrangler’s newly-opened Deji Plaza store in Nanjing, as well as it’s official online store on TMall.

“We challenge younger generation to always show their courage, their truthfulness and vitality,” said Kristy Kilmartin, VP, APAC Marketing, Kontoor Brands. “We want them to join Wrangler in all kinds of new life adventures.”

This collaboration is inspired by “In the American West (1985)” by Richard Avedon, a well-known American photographer. Designers at SANKUANZ were deeply attracted to the wild and rebellious outlaws of Western adventures who appear in Avedon’s black and white images. The tension between classic Western fashion aesthetics and modern adventure was explored and reinterpreted by the designers.

For example, the stains, wear and tear on a traditional cowboy’s shirt – which speak to its authenticity and a desire for freedom – are smartly recreated with denim snowflake washes.

Wrangler x SANKUANZ also revives the classic 124MJ denim jacket with frays and tassels, making these classic Western shirts instantly recognizable. Each pair of jeans is a redesign of the classic Wrangler 11MWZ, featuring washed tassels on the sides making bold statements of individuality and distinct personality.

Wrangler x SANKUANZ hopes to continue inspiring younger generations to strive for self-expression in all its forms through sturdy and fashion-forward denim.