Kimi Räikkönen has been named the face of Wrangler’s fall Denim Performance line — the first male spokesperson for Wrangler Europe.
It is a premiere, at least for Europe. For the first time, Wrangler has donned itself a spokesperson in Europe. For the launch this spring of Denim Spa for women, the jeans manufacturer tapped Lizzy Jagger. For fall 2013 and the launch of Denim Performance, the brand will be represented by Kimi Räikkönen.
The choice is a natural — a Formula 1 driver representing a new line that combines fashion and functionality, outerwear in waterproof or breathable technical fabrics, storage pockets for phone, passport, etc. And Kimi Räikkönen from Finland, in his early thirties, is back in Formula One racing, where he finished third in the 2012 championship. For Wrangler, it is also especially obvious that Northern Europe is the most important region for its business. Germany is by far its largest market, followed by France and the United Kingdom.
“I like working with experts. I work with experts in motor racing. And Wrangler are experts in theworld of jeans.” – Kimi Raikkonen
What is Denim Performance?
Launching in FW13, Denim Performance is Wrangler’s new design platform for jeans and outerwear.
Functional and future-focused, Denim Performance revitalizes the details, fabrics and finishes of jeans,
shirts and jackets. The inspiration for Denim Performance came from a challenge – to improve the
functionality of jeans for the modern consumer.
Is Denim Performance FW13’s trend?
Protection is the FW13 theme, represented in water resistant fabrics, reinforced pockets, and smart
pocket solutions for mobile phone and passport. Denim Performance is Wrangler’s proprietary design
platform for men (the equivalent of Wrangler Denim Spa for women) and will continue in future
seasons, with a new theme or chapter each time.
Why Kimi Raikkonen for Wrangler Denim Performance?
Formula One is the definition of high performance. Only 20 guys in the world race these cars.
Kimi Raikkonen is a champion racer, one of the most consistent performers on the circuit, and a sublime
driver. His world is adrenaline and personal skill underpinned by genius technology.
Wrangler is the adrenaline-fuelled jeans brand, with an exceptional denim heritage built on innovation,
while Denim Performance blends technology with a stylish aesthetic. Kimi Raikkonen for Wrangler Denim
Performance is the perfect fit.
What else is new for FW13?
Greensboro is Wrangler’s “new standard” jeans fit. Named after the brand’s spiritual hometown in North
Carolina, Greensboro is regular-slim in the leg and regular in the rise – with a higher back than front – to
give a clean, contemporary look.
What’s the story with Wrangler’s outerwear?
Wrangler relaunches outerwear for FW13, investing in revitalized fabrics and details including waterproof
finishes and special pockets. Traditionally, Wrangler’s core goods have been “jeans, shirts, jackets”.
This motif is embroidered or stamped inside every coat to emphasize Wrangler’s commitment.
The relaunched outerwear collection includes waterproof parkas, a wool peacoat, field jackets and
reversible bombers. Functional and stylish, they look great with Wrangler’s iconic jeans and check or
What are the icon pieces in the Denim Performance line?
Greensboro jeans, Wrangler’s “new standard” fit, with pocketing solutions for passport & phone
in the water-resistant finish.
The Full-Function Bomber: reversible, water-resistant, packs into a travel pillow and hides a special
The Explorer Storm Parka: fully waterproof all-weather jacket with real down lining, smart pocket
for mobile phone, tablet, pocket and bottle-opener.