When ROA meets Wrangler, denim becomes adventure gear once again The two brands join forces in a collaboration that combines style, heritage and practicality
There was a time when, long before the rise of high-tech technical fabrics, mountains were climbed in denim. Sturdy, reliable, and easy to repair, this fabric embodied the resilience needed against the harshness of the elements. It was a time when gear was not just a matter of performance, but survival, where every garment was an essential tool for the adventurer. Today, as we celebrate the innovations that revolutionized the outdoor, it is worth looking back to honor this heritage. From this reflection arises the bold collaboration between ROA and Wrangler. An unlikely union that blends Italian technical excellence with the authentic heritage of American denim. This collection is not just a simple nod to the past, but a modern reinterpretation, where Wrangler's iconic jeans are transformed through ROA's avant-garde lens.
A capsule that pushes the boundaries of what is expected from denim. Each piece is designed for action, with special attention to functional details. The Orte Denim Cargo pants are built for durability, reinforced at the knees and finished with contrasting rivets, ready to tackle the toughest trails. The Volano Denim Jacket, with its loose fit and hood, offers generous protection, with structured sleeves and spacious pockets combining style and utility. The Lona Denim shirt, oversized and structured, stands out with practical snap buttons and meticulous finishes, perfect for quickly adapting to temperature changes. Accessories are not left out: the Yuna shoulder bag and the Aero 6 Panel cap complete the collection, featuring embroidered contrasting rivets that serve both as reinforcement and as a visual signature. Every detail has been designed to withstand the demands of outdoor life while adding a touch of aesthetics.
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Immortalized by director Randa Kherba and photographer Reid Calvert, the visual campaign of this collaboration is a true ode to the spirit of adventure. The images take us into high snowy mountains, at the heart of a gathering of alpine nomads creating a temporary autonomous zone. This poetic staging captures the encounter between tradition and innovation. Denim, an ancestral material, here regains its original purpose: that of a tool-garment, capable of withstanding cold, wear, and nature’s unpredictability. The visual narrative evokes a sense of freedom and self-reliance, as intense as it is fleeting, reminding us that the most beautiful explorations are often those lived in harmony with the elements.
