Wrangler AW 2008 press release The Joni Flare

Wrangler has reinterpreted 'the flare' for this season, based upon one of their iconic 70's designs. The Joni flare has a shape true to Wrangler's heritage and is one of the greatest shapes of the last decades. The flare once represented freedom, community and harmony - fashion with a message, the true spirit of Wrangler.

The Joni flare is inspired by the original jean shape but adapted and tailored for the modern female form, using contemporary design aesthetics and the latest stretch denim fabrics. For this season Wrangler have also included the Farrah jean, which has a much wider and exaggerated leg shape and is made using vintage inspired denim and indigo fabric. Wrangler has also introduced a 70's inspired flared pair of dungarees.

Denim now has an authentic vintage look, so no more home ageing techniques or months of wearing to get that lived-in look. Look out for 70's berry shades, bottle green, slate blue and black and winter white. The contrast stitch details add effect and 70's style needle point corduroys re-appear.

Classic detailing on denim remains, but has been refined; the Wrangler rope logo appears lovingly embroidered and replaces the traditional leather patch to give a hand-finished feel. Rivets and the classic Wrangler 'W' logo are still present. Jeans also feature additional front patch pocket detailing and cute striped lining, with gingham appearing later in the season.

To celebrate the return of Joni, Wrangler have re-released their original showpiece jean which was used at that time to launch the flare, using the Wrangler 'Kabel' logo emblazoned down the left side of the leg.

Autumn Winter 08 will mark a new exciting beginning for Wrangler. The flare products will be featured in an epic campaign to be launched in August, capturing the new spirit of the flare in a natural and modern way. The campaign will continue to reference Wrangler's iconic heritage.

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For more information please contact Thinkhouse on behalf of Wrangler on 01 6619420 or alternatavely email Emily Cramp emilycramp@thinkhousepr.com or James O'Neill jamesoneill@thinkhousepr.com