The collection’s name, Value, stands for two different things. First of all, it’s a reference to the iconic big-box stores, where you could buy a pair of jeans while doing your groceries or household goods. These stores were so popular back in the day, it contrasts the immersive retail experience that has turned the brand into a global creative community. Secondly, Value stands for the values of the Wrangler brand. As we explained before, all cotton used is organic cotton. So, Value stands for Wrangler’s ongoing commitment to sustainability.