Part fashion collaboration, part tech innovation, part massive conversation. Wrangler partnered with Lil Nas X to release a bespoke fashion collection that was released digitally on people’s booties. But more importantly, the project fueled a massive debate about discrimination in country music and changed global perceptions of what was once seen as a dusty, cowboy brand.
It’s also worth noting that in just under four weeks we had concept, buy-off, tech development, collection design, production and final release all with in a super tight budget.
Created with talented people at Mother New York & Mother Design
Creative: Alex Maleski & Lauren van Aswegen
Designers: Matt van Leeuwen & George Lavender & Mark Sloan
CD: Karla Mileski
Strategy: Shyam Mervana & Thomas Henry
CCO: Corinna Falusi