Millennial nostalgia may be taking over the fashion scene, with acid washed jeans making their appearances on runways and in retail. But hold on to those tapered ankles -- a new, more intoxicating wash is about to hit the denim classic.
Coors Banquet this week announced its first collaboration with ubiquitous jeans maker Wrangler to introduce “Beer Wash Jeans: the first and only Wrangler denim washed in Coors.”
The jeans, created by using repurposed brewing resources from Coors, “puts a Banquet spin on the classic Wrangler Cowboy Cut jean to deliver a soft, comfortable feel and a timeless, vintage look,” per the brand.
The jeans are only available for a lucky few winners for a limited time. Consumers can enter to win between Oct. 11 and 21 at www.beerwashjeans.com.
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"In a world where Western wear is a modern classic, Banquet and Wrangler are the real deal," said Marcelo Pascoa, vice president of marketing for the Coors Family of Brands in the announcement. "We're proud to have authentic legacies that date back decades in the American West. Nothing brings these two brands together quite like Beer Wash Jeans, which you won't be afraid to spill a drop or two of Banquet on."
The jeans’ wash appears as a well-worn faded light blue in online ads, worn by a man obviously drinking a Coors Banquet as he leans against a wooden bar. The limited edition Beer Wash Jeans each come with a tag that features a Coors Banquet bottle opener as well as a patch kit for customization.
"It's a natural fit, but we've never paired beer and jeans before, so this is a historic collaboration,” said John Meagher, vice president of global brand marketing for Wrangler, in the release.