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The iconic Peter Max has designed an artistic fashion collection for Wrangler, in celebration of 70 years in business. The collaboration with Max pops with the artist’s well-known, colorful, and vibrant style showcasing the legacy of the jean company’s own unique heritage.
Max Commemorates Wranglers 70th Birthday With Pops of Color
The iconic works by the amazing Max are among the most adored art, since he gained fame in the 1960s. Looking back at the ’60s and ’70s, he is often the first person to come to mind for his cosmic types of way-out-there colorful works of art. Although the artist does not view himself as a psychedelic person, he does admit to loving the hippy title:
I love the title of hippy because it means someone who is thinking cosmic and futuristic. As a Yogi, my true feelings about my life is a line stated in yoga, ‘Love all and serve all.’
Denim, color, and fun fashion come to mind when thinking of the definition of hippy. It is fitting that Max teamed up with Wrangler, in the 1970s, to make an exclusive cosmic fashion statement for that decade. In celebration of the fashion company’s seven decades in business, the wonderful Max has renewed his collaboration with Wrangler.
The fashionable and colorful collaboration of the ’70s between Max and Wrangler is being revived with a modern fit for men and women. The Max logo and artwork on the labeling and packaging replicate those of the ’70s team effort. As with the cool looks of the artist’s ’70s designs for Wrangler, signature fashion pieces include patchworks of mixed denim colors.
The international release of the European-designed Wrangler 70th Anniversary Collection was announced by Craig Errington, vice president of marketing, on May 8, 2017, in Greensboro, North Carolina.
This global collection is inspired by archive finds that reflect the 1970s creativity in denim and its youth culture’s upbeat and optimistic mood. They’re designed with a celebration in mind, and most importantly, to be fun!
Wrangler Has a History of Being Celebrated by Max and Other Celebrities
In the 1970s, the celebrity artist, recognized for his colorful cosmic visions, first partnered with the popular jean company to create a unique collection. The collection then, as with the newest one, pops with color inspired by Max’s renowned pop-art.
Wrangler is all about authenticity. The brand officially began in 1947, when celebrity tailor Rodeo Ben designed the first Wrangler Authentic Western Jeans. Max was not the first celebrity to recognize Wrangler for their authenticity. When the very first Wrangler jeans were being marketed to American customers, famed rodeo cowboys took notice.
Rodeo professionals Jim Shoulders, Bill Linderman, and Freckles Brown decided to test the wearability of the 13MWZ jeans created for tough use. Once they tested the new denim, the pants won them over. Impressed with the durability and superiority, the rodeo stars went on to endorse the Wrangler name.
Shoulders signed with Wrangler in 1948, as the first official celebrity endorsee. Max was not the only celebrity to recognize the Wrangler fashion line. In 1974, Wrangler jeans and shirts became the first, and only, western fashion officially recognized by the Pro Rodeo Cowboy Association.
In 1981, another tough riding celebrity paired his name with Wrangler. This time, NASACAR’s Dale Earnhardt showcased Wrangler as the main sponsor for his car. Wrangler was the first fashion company to be a main promoter for NASCAR. Earnhardt won seven championships that year. His easily spotted blue and yellow race car earned the moniker, “Wrangler Jean Machine.” In 2004, Dale Earnhardt Jr. partnered with Wrangler as the official jeans for his race team.
Wrangler Joined With Max and Other Creative Ventures
Max was not the only individual from the creative world to collaborate with the company. Wrangler became a star in the film world, in 1992, when it dressed the cast of “Pure Country.” The movie starred country music star George Strait in his first acting role. Jason Aldean brought Wrangler into the world of country music when he agreed to be the face of the company’s retro line in 2009.
When Max was asked if he has a favorite among his own works, he stated:
All of my works are my favorite and they all make a statement. The one that has become my most popular work is “Love:” An image with the word Love floating on a colorful ombre background, coupled with a profile of a girl.
The artist’s favored iconic image is featured on shirts in the Wrangler collection, available for purchase to all who want to have their own piece of fashionable history. Beginning in the summer of 2017, the Max and Wrangler collaborative collection, celebrating the jean company’s 70 years, will be sold in Europe and Asia. In the U.S., the collection will be available beginning in September.
Opinion News by Carol Ruth Weber
Edited by Jeanette Smith
Wrangler: 70 years Wrangler
Wrangler: Our History
The Jeans Blog: The History Of Wrangler Jeans
weberlifedesign.com: Meet Peter Max: Humble Iconic Artist Speaks About His Life [Interview]
All Images Courtesy of Wrangler – Used With Permission