Jun 13, 2012
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Wrangler puts Blue Bell on stand by

Jun 13, 2012

At the next Bread & Butter, the Lock space dedicated to brands with a strong history will not include the premium lines by Levi's and Wrangler. While the former decided not to exhibit and therefore also not to bring Made & Crafted, the latter has put its Blue Bell brand on standby. Blue Belle was launched for men in 2009 and aimed to emphasize denim made in the USA, with higher price points. Its distribution was also distinct from that of Wrangler.

"The Blue Bell brand is effectively on standby. This line served as a laboratory and allowed the Wrangler collection to go upmarket. The cuts, for example, or the selvedge are now in the Wrangler collection," the brand has stated. The Blue Bell brand has been on standby during the autumn-winter 2012/2013 season. But the name could return in one form or another. Blue Bell is a reference to the name of the company that launched Wrangler in 1947. This name dates back to the early twentieth century.

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