Wrangler collaborated with Bondi-based artist Jakey Pedro on a limited-edition capsule inspired by the wild energy of Navajo rodeos and his distinctive use of bold pastel colour. The collaboration brought a fresh, expressive edge to Wrangler’s western heritage, blending art, fashion and culture in a way that felt playful and contemporary. I led the creative development and visual execution of the collaboration, shaping the campaign concept and overseeing delivery across all touchpoints. The work rolled out across social and retail channels and launched with a branded event held on the weekend of Splendour in the Grass, where Jakey was the resident artist. From campaign assets through to launch event creative, I owned the end-to-end execution to ensure the collaboration landed with clarity, consistency and cultural relevance.

Wrangler collaborated with Bondi-based artist Jakey Pedro on a limited-edition capsule inspired by the wild energy of Navajo rodeos and his distinctive use of bold pastel colour. The collaboration brought a fresh, expressive edge to Wrangler’s western heritage, blending art, fashion and culture in a way that felt playful and contemporary. I led the creative development and visual execution of the collaboration, shaping the campaign concept and overseeing delivery across all touchpoints. The work rolled out across social and retail channels and launched with a branded event held on the weekend of Splendour in the Grass, where Jakey was the resident artist. From campaign assets through to launch event creative, I owned the end-to-end execution to ensure the collaboration landed with clarity, consistency and cultural relevance.