orn, tattered and dirty jeans are out of fashion and 'clean jeans' are in. Wrangler, the apparel brand from VF-Arvind Brands wants the Indian youth to believe that and conform. To reinforce the message, it has come up with a new 'Go Clean' 360-degree campaign across five cities � Bangalore, Mumbai, Delhi, Chennai and Hyderabad.

According to Anshul Chaturvedi, brand manager, Wrangler, "Countries in Europe have already caught on to the new fashion, but India is still latching on to dirty jeans. We want to be ahead of other brands in spotting what's going to be in fashion." In fact, it was their designer Sally Beighton in UK who came up with the idea of the "clean" campaign in India. Wrangler obviously wants to push its 'Rinse Wash' jeans. ... more