Wrangler launches advanced comfort jean

Published on: Oct 23, 2013

The iconic American denim brand – Wrangler® Western Wear – has announced the launch of the Advanced Comfort jean, a new addition to its Premium Performance Cowboy Cut (PPCC) collection. With the Advanced Comfort jean, Wrangler debuts a new fabric construction developed with a unique blend of fibers that results in denim that moves with the body for extreme comfort that lasts two-times longer. This jean is designed with the same fit benefits of PPCC – the latest jean representing the evolution of the 13MWZ, worn and loved by cowboys since 1947 – for the most comfortable jean yet. 

While developing the Advanced Comfort jean, the Wrangler brand worked closely with its core consumer base to conduct extensive research through focus groups, and movement and fit observations to gather insights into what demands men have of their jeans. Ensuring the jeans were put through the types of rigorous activities men demand of them each day – whether they’re putting them to the test on the ranch or in the arena – testers were asked to bend, squat, and mount and dismount while wearing the jeans.

Two requirements stood above the rest: 1) a jean that allows movement for a more comfortable wearing experience, and 2) tough denim that works as hard as the man wearing them. Faced with the challenge, Wrangler responded with the Advanced Comfort jean that offers an increased range of motion for superior comfort that lasts twice as long.

“Our number one goal at Wrangler is to satisfy our consumers, and in order to do that we have to work with them to learn first-hand what they need from their jeans during specific wearing occasions,” said Phil McAdams, president, Wrangler Specialty Apparel. “The result of this collaboration is the Advanced Comfort jean’s combination of comfort and durability that’s currently unmatched in the western market.”

The Advanced Comfort jean will hit western specialty store shelves starting Oct. 1 available in three different washes: mid-stone, mid-tint, and stone bleach. The launch will be supported with high impact displays including a video monitor that illustrates how the jean works in action, retailer associate incentive programs and fit-testing and training sessions, as well as consumer gift-with-trial promotions. Marketing support will include national TV, print, radio, and online advertising featuring 10-time All-Around World Champion Cowboy Trevor Brazile.