Wrangler's premium brand Blue Bell, which was relaunched in the summer, has opened its first store. Located at 47 Lamb’s Conduit Street, in London, the pop-up store will be open through Oct. 10.

The store, simply arranged with products lined up wall-to-wall, carries the complete fall/winter 2009-10 collection that was designed under the brand’s new direction. Key to the line is premium denim in four quintessential fits. Those items are complemented with shirts, corduroy trousers, a tailored suede jacket, technical down jackets, heavy sweats, hoodies, T-shirts and leather belts.

Adam Kakembo, marketing director of Wrangler Europe, said: “We have been longing to open a store for Blue Bell ever since the first design meeting. We are thrilled to present Blue Bell, to show what Wrangler is capable of in quality and design. Blue Bell sits at the pinnacle of Wrangler products. It is a new thing in jeanswear: a blend of quality denim heritage and modern styling flair.”

Wrangler's denim history goes back to 1904 when the Hudson Overall Company was founded in Greensboro, North Carolina. In 1919, the company was named Blue Bell, but in 1947, with the start of a range of jeans for cowboys, changed its name to Wrangler.

—Melanie Gropler