Wrangler ropes in John Abraham to launch co-branded denim label

BANGALORE: In a first of its kind venture within the Indian fashion arena, Bollywood actor John Abraham and clothing brand Wrangler have launched a premium pr?t denim line.

With this, John joins the select ranks of global celebrities like Tiger Woods, Michael Jordan, Jack Nicklaus, Eminem, 50 Cent, Kanye West, Bono, Justin Timberlake, Beouynce Knowles and Jennifer Lopez who either own or have partnered with well known fashion brands to launch their clothing lines.

Announcing the co-branding arrangement with Wrangler, Abraham said, "I have shared my vision for the brand with Wrangler and I am thrilled that an international design team will be working on this line. The first collection would be launched and retailed through select Wrangler stores this Fall 2006."

Arvind Fashions Limited president Darshan Mehta said, "Wrangler embodies the spirit of the rugged metropolitan male with an individual sense of style. This is a strong and natural fit with John's own personality and choice of fashion. In real life, I have yet to see him other than naturally sporting a pair of cool denims. The John Abraham Wrangler clothing will reflect the spirit of the young, urban cool that Wrangler and John have come to epitomize. John is very keen, committed and involved at every stage of the design and development process."

The deal is structured and managed by Matrix, the celebrity management firm that manages John Abraham. Reshma Shetty, managing director, Matrix said "This is the first celebrity deal of its kind. It goes beyond endorsement and brings out a new dimension in celebrity management."

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