At the back of the store is an easy to shop denim wall, with its simple navigation system it provides regular Wrangler customers with a quick way to selecttheir favourite jean; whilst a fit guide, reminiscent of old cinema signage, provides additional navigational assistance. Women's denim is displayed on fit forms and as outfit collections displayed in supporting bays.
Adding both warmth and a contemporary twist to the brand’s American heritage, the store features Navajo Indian rugs, spray stencilled to the raw concrete floor as a graphic, which will develop a worn patina over time as they fade.
The unisex fitting rooms offer a further nod to Wrangler's American western roots, with modern classic Pony skin Eames lounge chairs placed behind a large ‘factory window’ in the open waiting area. Heavy cotton American stars and stripes flags have been over‐ dyed black to form simple curtains for each of the timber clad fitting room cubicles. Outside the fitting room entrance an existing staircase was removed, the void replaced with a factory skylight to create the illusion of natural daylight.
The cash desk is designed as both a functional working kiosk and a key selling space for accessories with two pack T‐ shirts, leather belts and wallets. The kiosk is constructed as an open steel framed cage and sits at the heart of the store. Reminiscent of a workshop office, the design continues the industrial aesthetic.