The brief was to project the Wrangler brand 15 years into the future, with decisions been made based upon contextual issues. Our team predicted a global increase in natural disasters and saw the rugged Wrangler brand as a company who could do something about it. The entire brand is based upon a close connection with the earth and recent ad campaigns portray a desire to get back to our primeval roots. The fact that the embedded water you find ina pair of Wrangler jeans is a natural disaster itself, we offered a socially responsible change for Wrangler. As part of the new product range, I designed a bow saw, which has a concealed strap, ideal for hurricane survivors, who need to move around an area removing debris materials.
