Picture from the Denim Spa campaign
22 Jun. 2012
WRANGLER LAUNCHES DENIM SPA
For spring/summer 2013, US denim giant Wrangler is launching Denim Spa Therapy For Legs, a line of denims that moisturize the wearer’s legs and even fight cellulite via built-in microcapsules in the fabric that continuously free conditioning substances into the skin.
The line will come in three popular denim models – two skinny fits and one slim – that will each be released in three different soft-feel finishes. The Jojoba and Aloe Vera treatments assure permanent leg moisturizing while the Smooth Legs finish includes anti-cellulite cream components. Full effectiveness, furthermore, is said to outlast six to eight washes and in a study done on 160 women, 2/3 reported that their thighs looked more attractive after wearing the Denim Spa jeans on a daily basis for four weeks.
The complete Denim Spa concept, including POS material, displays and hang-tags, will be debuted by Wrangler at Bread & Butter this July. At this point in time, Wrangler also plans to release more details about the label’s first European mono-brand store, which is set to open in Germany this year.
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