• Wrangler unveiled a revamped Asia Pacific retail platform designed in collaboration with UXUS. The Bangkok store is featured here. The new experience was rolled out in key markets, such as India, Indonesia, Thailand, Philippines and Malaysia, with further rollouts planned.

  • Amsterdam- and New York-based UXUS worked with the Wrangler Project Team to create a store that would capture an iconic American brand with an original cowboy heritage and translate its authenticity to the Asia Pacific tastes in an accessible way.

  • The Wrangler Roadhouse captures the spirit of biker hangouts where riders share their stories, passions and get new gear. Going beyond a retail store, it is the destination for new generation of denim lovers to connect, explore and discover the latest denim culture.

  • Subtle nods to the Wrangler W monogram creates a premium framework to hold rich product stories with signature lifestyle biker props.

  • UXUS, with the Wrangler VM team, also created visual merchandising and communication guidelines for the region, using simple and contemporary biker props branded with Wrangler monogram to ensure an instantly recognizable brand presentation across all markets in Asia.

  • A new brand monogram was designed to create an iconic and instantly recognizable Wrangler hallmark for Asia that can be understood without translations. The monogram becomes a signature 3D signage device that leads and guides customers through the store.

  • At the back of the store, the cash desk area is transformed into a social hub and showcase for Wrangler’s highly successful crowd sourced biker challenges, streaming latest UGC footage from fans.

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