In 2017 Wrangler takes a bold step - both in terms of reaching for the highest quality and, aesthetically, in introducing an unforgettable splash of high energy. The company unveils a new premium collection in collaboration with the celebrated artist Peter Max, master of the psychedelic print - marking both Wrangler’s 70th anniversary and the ‘Summer of Love’s 50th.

The jeans giant first collaborated with Max in the early 1970s, and, appropriately, this new, all European-made line - for both men and women - has the same boldly colourful, upbeat period feel. While the archive- inspired clothes are updated with modern fits, all unisex packaging is a direct replica of the 70s original. The anniversary collection features jeans, shorts, western shirts and jackets, printed sweats and Ts.

The Summer delivery, in May, is characterised by two stories: a mixing of different denims in the same garment and a mixing of different panels of variously coloured cloths. Each element of each labour-intensive piece is necessarily separately cut, dyed, washed and then assembled.

The Fall delivery, in August, sees a continuation of denim mixing and colour mixing, but in corduroy fabric and a winter palette. In Fall we also have a third story - combining selvedge denim and indigo herringbone with hickory striped cloth and corduroy.

Key colours in Summer include vibrant, pop shades of red, peach, green, blue and sand, while the Fall collection explores the colour range of navy, burgundy, tobacco and off-white with pieces in both deliveries lined in a fun digital print of Max’s ‘Flower Runner’ or ‘Smile’ graphic.

The Wrangler by Peter Max collection also introduces new jean fits: for men, a tapered version of the 11MWZ, a Wrangler classic, and for women a high- waisted, hip-hugging straight cut. Jackets are boxy and cut short, shorts gently flared. To mark Wrangler’s anniversary, these key denim pieces, for both men and women, also feature the company’s seven icons, including vintage patch, pocket branding and seven belt loops, each highlighted by the use of white stitching.