US' Wrangler partners with Coors Banquet to create beer-wash jeans

Everyone has spilled a little beer on their jeans before; leave it to two trusted friends to take it to a new level. Using repurposed brewing resources from Coors, each pair of Beer Wash Jeans puts a Banquet spin on the classic Wrangler Cowboy Cut jean to deliver a soft, comfortable feel and a timeless, vintage look.

"In a world where Western wear is a modern classic, Banquet and Wrangler are the real deal," said Marcelo Pascoa, vice president of marketing for the Coors Family of Brands. "We're proud to have authentic legacies that date back decades in the American West. Nothing brings these two brands together quite like Beer Wash Jeans, which you won't be afraid to spill a drop or two of Banquet on."

For Coors and Wrangler, two brands deeply influential in Western lifestyle and pop culture, partnering was only a matter of time. Since 1873, Coors Banquet has embodied the spirit of the West, brewing exclusively in Golden, Colo. with 100% Rocky Mountain water. For decades, Wrangler has been an icon of American style with a storied history rooted in rodeo and the cowboy way.

"Wrangler and Coors Banquet are both enduring symbols of the passion and ingenuity of the West, which is why we're excited to partner with an equally legendary brand," said John Meagher, vice president of global brand marketing for Wrangler. "It's a natural fit, but we've never paired beer and jeans before, so this is a historic collaboration and a truly special product that consumers will love."

Note: The content of this press release has not been edited by Fibre2Fashion staff.

Fibre2Fashion News Desk (RM)