Robin Dilley Presents ”More Than A Touch Of Jeanious”
The book “More than a Touch of Jeanious” by Robin Dilley delves into the behind-the-scenes story of Wrangler UK’s advertising and promotions from 1975 to 1991, a time often referred to in the media as the “jeans war.”
Spanning 590 pages, the book draws from Dilley’s personal experiences during his career at Wrangler, where he began working in 1975, 28 years after the brand’s debut in 1947.
The Content Of The Book
In the late 1950s and throughout the 1960s, jeans became a symbol of rebellion for youth. Paired with rock and roll music as they pushed against societal norms. Despite their growing popularity, denim garments were largely ignored by fashion experts and rarely featured in mainstream fashion writing.
However, between 1975 and 1991, there was an explosion of marketing efforts and creative campaigns that reshaped the denim industry. This period of innovation and competition among brands remained largely undocumented, until now. Dilley, who was Wrangler’s senior marketing and communications manager throughout this transformative time, provides a candid, behind-the-scenes look at the creation of these successful advertising campaigns. His account also highlights the critical role of the Wrangler in-house team in driving the brand’s growth and identity.
Set against a backdrop of complex social changes and political turmoil, the book paints a vivid picture of the golden era of jeans marketing.
The Availability Of The Book
“More than a Touch of Jeanious” was independently published and released on March 15, 2023, and is available on Amazon.
