For the next five weeks, Wrangler, dressers of ranchers and rodeos, will be spreading sonic goodness in the heart of the capital from their new London pop-up, starting tonight with Manchester-born singer IAMDDB. The immersive space has emerged in celebration of the Wrangler Icons collection which re-launches for 2019.

First manufactured in 1947, the denim line holds a decade long association with the biggest names in music, and was worn by the likes of Freddie Mercury, Mick Jagger, Bob Marley and Debbie Harry. More than just the signature of rock stars however, the collection is equally synonymous with the workwear uniforms of cattle ranchers and cowboys, who are the heart of Wrangler’s brand outreach.

This all-American denim line is an era-defining look that Wrangler are keen to update. With a roster of emerging artists scheduled to play between February 16th and March 24th, the performances are an opportunity to pay homage to the musical lineage that helped shape the line’s identity by platforming a new generation of artists.

Having recreated a fully-functioning recording space straight from the 70s for the duration of the pop-up, the collection will be interspersed among instruments and other equipment that shoppers are encouraged to pick up while perusing denim wares. The space comes with an open mic invitation to bands, vocalists and spoken-word artists looking for an audience and platform to perform.

Weekly in-store live music sessions will be taking place every Thursday at 6pm from now until March 24 at 52 Brewer Street, Soho, W1F 9TQ