Wrangler is relaunching its premium men’s collection, Blue Bell. The collection will reshape Wrangler’s long heritage as a denim outfitter with its sharp, modern take on fit and styling.

The first collection, for F/W 2009-10, comprises around 50 pieces. Denim makes up the greatest proportion – more than two thirds of the collection. The five original fits of jeans come in four fabrics and several different washes, and there is also a denim jacket and a pair of five-pocket trousers in corduroy.

Tops comprise a heavy suede jacket, a highly technical down-jacket and vest, as well as shirts in gingham check, denim and chambray. The collection also includes all-American jersey Ts and sweats, long and short-sleeve polo shirts and durable fleece, while belts and bags in leather complete the line.

The Italian designer Dario Marangon is the creative mind behind the new Blue Bell. Initial inspiration for the line came from the work of Henri Matisse, whose “Blue Nudes” from the 1950s have inspired the vivid violet-blue and cut-out shapes of Blue Bell’s new logo.

The first European Blue Bell collection was launched in 2004. Accordingly, the F/W 2009-10 collection could be termed a relaunch, but in its former incarnation Blue Bell was very much a line of replica pieces. The new Blue Bell blends history with modern fits and washes to create something simultaneously brand new and heritage-inspired.

Today, the collection currently sits at the very pinnacle of the Wrangler product offer. Retail prices for jeans are between €130 and €220 and the line is being sold to select retailers across Europe and marketed as a premium sub-brand.

In addition to Blue Bell, Wrangler will widen its core program with footwear for men and women for next fall.

—Melanie Gropler