Wrangler to launch affordable jeans collection

American denim company Wrangler is to launch an affordable jeans collection starting at 20

US dollars. The company is hoping to tap into a style conscious budget consumer who is likely to shop at value chains and discount stores but is still interested in wearing a fashion brand.

The affordable casual collection will be called RED and features denim, twills and shirting. It is not known where the origin of these inexpensive pieces will be produced or where the fabric will be supplied from. To retail a pair of jeans at 20 dollars means it is unlikely that they will be made in the USA using American denim. “When developing Wrangler Jeans Co. RED, we looked to this particular consumer group to determine their wants and needs and responded directly with this clothing line,” said Craig Errington, vice president, Wrangler marketing. “Millennial males are looking for fashion-friendly styles at an affordable price from a brand name they know and trust. We saw an opportunity to fill a void in the marketplace and we jumped on it.”