Wrangler Born Ready – Denim for Adventure – words Amy Turnbull
Wrangler has teamed up with British adventurer, Alastair Humphreys, to create Wrangler Born Ready – microadventures; perfect outdoor escapades for urban explorers.
The Wrangler brand launched in 1947 with a remit to make the best-possible jeans for cowboys. And fitting with their brand DNA, more recently, they have developed their Born Ready philosophy – a commitment to creating innovative denim products for city dwellers who love to escape to the outdoors whenever they get the chance and always with original denim style.
Designed to complement Wrangler’s latest ‘Ready’ products – that feature water resistant and winter-warming denim perfect for both in and outdoors – the classic jeans brand teamed up with British adventurer, Alistair Humphreys to create a series of interactive online maps that will guide you on adventures in and around London, Manchester and Edinburgh, as well as cities in Germany and Poland.
Humphreys spent over 4 years cycling round the world, a journey of 46,000 miles through 60 countries and 5 continents. More recently Alastair has walked across southern India, rowed across the Atlantic Ocean, run 6 marathons through the Sahara desert, completed a crossing of Iceland, and participated in an expedition in the Arctic. He has trekked 1000 miles across the Empty Quarter desert and 120 miles round the M25 – one of his pioneering microadventures, the title of his latest book. A microadventure is a term coined by Alastair to encourage close to home, simple adventures guaranteed to refresh your life, whether it’s sleeping on a hilltop or going for a wild swim.
On Humphrey’s Born Ready microadventures, users can browse to find their perfect city escape, whether it’s cycling to the top of the highest local peak or a forest walk with friends. We looked up the Manchester adventures and found ideas to run the River Irwell rapids, climb Pym’s Chair for great city views, or learn to sail at Budsworth. And afterwards, you can also upload your adventure to the online map to be in with a chance of winning a host of prizes.
The initiative is given an extra dimension with a series of Born Ready Adventure films, giving tips on how to prepare for everyday adventures. The series will also see Polish lifestyle blogger Kamil Pawelski and German actor and presenter Jochen Schropp join Alastair on their own adventures into the outdoors.
Wrangler’s Born Ready Adventure content including Wrangler born ready shoes and the interactive maps and adventure tips is at www.wrangler.co.uk/bornready. Also see www.alastairhumphreys.com Twitter: @al_humphreys. The Wrangler jeans logo is subject to copyright.
Wrangler Born Ready – Denim for Adventure – words Amy Turnbull
