Wrangler is out to show it’s not just athletes who can benefit from wicking technology. The VF Corp.-owned company announced the launch of Wrangler Premium Performance Cool Vantage jean, a new addition to its apparel line that incorporates sweat-control technology that wicks five-times faster that regular denim to keep the wearer cool and dry by drawing moisture to the outside of the jean.
The jean is also developed to last twice as longer as regular jeans, and the cooling benefits woven into the fabric will not wash out over time.
The launch is part of Wrangler’s ongoing efforts to bring more performance feature to the denim and workwear market. The brand has conducted years of extensive consumer research through focus groups, fit observations, and wear testing. In 2013, the brand released the Advanced Comfort jean, made with an innovative denim blend that moves with its wearer.
Allen Montgomery, vice president and general manager of Wrangler Specialty Apparel, said, “Over the past several years, there’s been an enormous amount of energy and focus devoted to ensuring Wrangler is incorporating cutting-edge technology into apparel so we can meet the needs and desires of our consumers-a group of men that require their jeans put in a hard day’s work, too.” He added, “As a result, with Cool Vantage we’re filling a void in the marketplace for a jean that keeps them cool, dry and comfortable.”
The Cool Vantage jeans are offered in regular and slim fits. They are now available for sale on Wrangler.com and will be released in specialty stores in early June.