Wrangling a return to spotlight

MANILA, Philippines - Somewhere between the rugged garage-play of the ’70s and the white-collared sophistication of today, manhood — the dirty, dusty, gritty, greasy kind — was lost. Or, perhaps more accurate: It faded as men settled down, and went as high up daddy’s waistline as his uncool jeans.

But as the DIY ethos returns for a second serving, and dusty Americana takes on the stage, Wrangler Jeans reclaims the seat of working-class, rugged cool. Who would have thought that the denim brand, once thought of as exclusively and squarely daddy’s, actually has that infamous rasp? It is a quality that’s been lost in the refinement of our men, a quality now deemed essential by the zeitgeist of today and more importantly by women, and one that is completely difficult to fake, muster and own.

Wrangler begins its hike back to denim domination in the garage, and rightly so. Locally, they zipper up ready for the fall-winter collection, one they like to call “Wild At Heart.” Here, the brand champions the working class, harking back to their heyday, when work meant physical labor and when grease and dirt meant having done something worthwhile.

The collection takes its cue from Kustom Kulture, an American subculture widely popular from the ’50s to the ’70s that had car yards and gas stations as home. The collection features a lot of racing stripes, distressed elements, and has that vibe of lived-in and wornout. At the helm of things, of course, is the reliable nonchalance of a great pair of jeans.

While the recharged denim brand offers a kind of grit that has been overlooked, Wrangler Philippines is first to say that it will put some glamour to its fringes. “We know that the Philippines isn’t a big fan of the distressed look,” says Daisy Go, president of Wrangler Philippines, “so we had to adjust and taper down the distressed vibe.”

It isn’t so much as going for what is safe than it is going for what is stylish. This is an appreciated move as Wrangler also pushes front and center their line for women. With the day and age dictating that women do it on their own — be that nurturing a career or taking care of plumbing problems at her own home — Wrangler’s Women’s line triumphs the truly modern and the truly independent of ladies.

In the ennui of trends, Wrangler’s good-looking grit becomes especially attractive too. It almost makes you want to go back to the garage, or perhaps build your workshop and celebrate your manhood again.