What the hell do pyrotechnics and badass action sequences have to do with denim, you ask? Quite a lot. For demonstrative purposes, humbly think back to every single high profile action movie you’ve ever seen – every last one of ’em. From Last Action Hero
to a personal favorite, Die Hard
, we see our bulging bicep-ed and sweat-dripped protagonists dodging bullets via slow-mo barrel rolls while dressed in (usually little more than) impeccably worn denim. It’d be pretty hard to picture an AK47-wielding Arnold Schwarzenegger slay entire populations in khaki shorts, no?
Yes sir, real men have worn blue jeans since, well, a good two hundred years ago (and before that they were all dandies in powdered wigs anyway, so let’s just forget about them). Coal miners, firefighters, barroom brawlers, Bruce Springsteen, you name it. So, presumably, that’s precisely why the new Wrangler spring/summer 2011 campaign focuses on men dodging precarious scenarios in, you guessed it: blue jeans. Monstrous flames and shattered glass aplenty, the production value of Wrangler’s campaign rivals that of any Hollywood major motion picture. And just like any decent action flick, the shoot features a couple inevitable damsels in distress as well.
The campaign was shot by the super talented Los Angeles-based lens-woman Cass Bird, who has shot for the likes of Ray-Ban, Nike, Converse, and New Balance, just to name a few.
While the shots obviously look really awesome, there’s not much of an emphasis on the clothes, which leads us to believe they went through this whole painstaking hassle to show just how tough the jeans are. Can they endure crashing through windows and the consequential shards of glass? Check. Explosive eruptions of fire? Check. Dude with rippling abs? Double check.
More at wrangler.com.au