Wrangler takes the next step upmarket. VF group's American brand will now produce all its premium Blue Bell line in the United States. In North Carolina, Cone Mills will be sub-contracted to put the jeans together while Tech Denim are in charge of the colour washes. This made in USA label will be launched with spring-summer 2011.

Initially launched back in autumn-winter 2009/2010, Blue Bell is a premium jeans line and, until now, only appealed to menswear. Since its debut the line has only been available in Europe, but Wrangler has now decided to also sell this line in the US. "Usually, the collections differ between Europe, the States and Asia. For Blue Bell, it will however be the same collection on both sides of the Atlantic," said a headquarter's representative.

To differentiate Blue Bell, Wrangler stated that it will be shown at the L.O.C.K, area at Berlin's Bread & Butter, which also hosts Lee 101 and Levi's Vintage Clothing.