Target x Wrangler

Target × Wrangler was a creator gifting project built around a simple idea: the packaging should be worth keeping. For the launch of Target’s Wrangler collection, I led the creative development of a custom carryall made from reclaimed Wrangler denim, designed to hold the collection during delivery and remain useful afterward.

The concept drew from Wrangler’s workwear heritage through vintage denim, ecru canvas, leather details and an integrated Wrangler belt. Each bag varied slightly based on the reclaimed material, with personalized stitching and interior storytelling adding another layer of individuality.

My role spanned concept through production, working closely with an upcycled-denim maker to refine construction, materials, branding and samples. The project treated merchandise, packaging and storytelling as one system, with fabrication shaping the design from the start.