Wrangler has always been the byword for authenticity, craftsmanship and innovation in denim. Shifting the brand focus from the cowboy to the horse, we have repositioned and reignited the brand. This inspired us to create the new 3D DNA, 'Heart and Soul'. Environments are dramatic steel spaces, designed to age and wear like denim. At the heart of the store is denim, surrounded by products sold in categories, a first in this sector.