To celebrate the global launch of the Wrangler Icons collection, Wrangler built a pop-up store to host and sell 6 pieces of denim, revived from their archive and reissued for the modern consumer. The denim company famously worn by cowboys, rockstars and riders for the past 70 years, used music as the pinnacle expression for the campaign. As part of the SS19 launch, they wanted a full immersive experience in a real life environment, but positioned in the heart of London’s creative area. For 5 weeks Wrangler held a temporary space that worked as a multi-use brand area- part shop, part recording studio, part vintage store, part live stage - right in the middle of Soho.