Wrangler Puts a Price on Premium: About $20

What’s the price of fashion for millennial men? According to Wrangler, around $20.

The Greensboro, N.C.–based denim maker has introduced a new line of jeans, twill and shirt for millennial men who want fashionable clothing as an affordable price.

Wrangler Jeans Co. RED will be packed with details such as premium hardware and the signature red color on the zipper fly and pockets. There are found fits: Vintage Skinny, Vintage Slim, Vintage Straight and Vintage Boot and a range of washes. In addition to denim the Vintage Slim and Vintage Straight will come in stretch twill fabric in a selection of colors. Tops include western-style shirts in chambray, twills and plaids and will feature a slimmer fit and snap closures.

“When developing Wrangler Jeans Co. RED, we looked to this particular consumer group to determine their wants and needs and responded directly with this clothing line,” said Craig Errington, vice president, Wrangler marketing. “Millennial males are looking for fashion-friendly styles at an affordable price from a brand name they know and trust. We saw an opportunity to fill a void in the marketplace and we jumped on it.”