American denim brand Wrangler’s message for fall/winter 2012-13 is “Keep True.” The season is inspired by nature and shaped by various colors, washes, structures and stone elements that tell the story of “Rock & Minerals.”

The Fall/Winter 2012/13 campaign was shot in North Carolina, the spiritual home and birthplace of the brand. The new collection provides a modern look inspired by the brand’s heritage and is devoted to the DNA of the brand that was first created in 1947 to serve rodeo riders. The brand’s ‘Seven Icons’ are legendary and today’s Wrangler jeans still carry their original characteristic details, which have been copied by a number of other denim makers. Next season’s collection features the famous seven: flat rivets, ergonomic fob, flat-fell seams, seven belt loops, W stitching, leather patches and the rope logo.

Womenswear will also be relaunched next season. Classic models such as slim-fit Molly will remain but the collection will be more focused in terms of material quality and dominated by skinny styles. It will also feature a boot-cut revival. Men’s jeans remain masculine with regular lengths and straight-leg styles.