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Logo-laden apparel and retro denim styles have made a robust comeback among consumers. And for heritage companies such as Wrangler, the brand meets this demand with its fall 2018 collection by delivering men’s, women’s and youth lines rich with authentic vintage logo T-shirts, Seventies-inspired jeans, denim shirtdresses and head-to-toe denim looks.

Wrangler’s transition into the premium market leads with evocative pieces that exude a lusted-after nostalgic aesthetic, offering a selection of Sherpa collar denim jackets and Western-style snap button shirts donned with thick stripes and traditional plaids. Men’s jeans are slim and cowboy cut, while women’s denim is designed with cut hems and button-up, high-waisted, exaggerated boot cuts. Colorful work and utility shirts complement a series of printed, embroidered button-up shirts — but perhaps most compelling is its selection of men’s and women’s bold logo T-shirts and sweatshirts, that genuinely appear to be straight out of another decade.

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Albeit, the return to throwback trends speaks volumes about what today’s consumer really wants. Vivian Rivetti, vice president of design at Wrangler, told WWD, “Consumers are demanding authenticity, comfort, a great fit and head-to-toe denim. Now more than ever, consumers are looking for authentic brands with a deep-rooted heritage and story that they can share.” Rivetti continued, “From our core and the foundation of the brand, Wrangler is jeans, shirts and jackets. With this as a great base and starting point, we then begin to incorporate and idolize some throwback styles with nuances in detail and fit, which bring these key elements to life in a premium way.”

“Wrangler has more than 70-plus years of history, so digging into the brand’s roots is always what first inspires me,” Rivetti said. And the incorporation of the brand’s seven “icons” — the rope logo button, flat rivets, the rodeo watch pocket, downward facing seam above the back pocket, full-felled outseam, “W” stitching, leather patch and seven belt loops — are “spirited from our deep Western roots [and] continue to inspire our designs and can be seen throughout our fall 2018 collection.” Rivetti added, “If you close your eyes and imagine Wrangler as it started, you see the classic, quality denim, with a consistent unique signature cast of Wrangler blue — and that hasn’t changed in decades.”

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