INTRODUCTION
WRUNG DIVISION is a lifestyle brand based in Paris, France. Our motto can be resumed as “Fashion, Art, Music, Lifestyle & Culture since 1995�. We are one of today's top selling streetwear brand in France but also in other European countries, with a very strong and fast development.
INTRODUCTION
Our strengths are: AUTHENTICITY of our image UNIQUENESS of our brand in France QUALITY of our products and service SERIOUSNESS in business
WRUNG DIVISION
1. BRAND ROOTS
1. BRAND ROOTS
1995 - 1999: “FROM WALLS TO CLOTHES” In the mid 90s, between friends heavily involved in graffiti art, hip hop and the Parisian street scene, we produce limited edition T-shirts that we sell from hand to hand. Word of mouth is good, our creations are a success.
We all are in our twenties with no knowledge of business, but with the head full of dreams we decide to launch the ‘Wrung Division’ company. Thanks our street credibility, we link the Wrung brand with artists who quickly become major names on the French urban scene, rappers, athletes, musicians, artists.
1. BRAND ROOTS
2000 - 2004: “BUILT TO LAST” The market is flooded with so-called ‘Streetwear brands', most of them created or financed by textile manufacturers wishing to get a 'lead market'. We refuse to be just a fad, and aim at long term development. We focus on building a strong brand name, instill value in our clothes, and expand the product range. This allows us to gain credibility in both the streets and the industry, and Wrung becomes a certified label of authenticity. Our bet proves to be successful, we double our turnover 3 years running.
1. BRAND ROOTS
2005 - 2009: “EUROPEAN BRAND” Thanks to our longevity and the quality of our clothes that have proven themselves, Wrung becomes a reference for French independent streetwear. We sign distribution contracts in Spain, Switzerland, Belgium, Denmark, and for Italy, UK, Germany, Russia and Poland in the following two years. We continue our ‘independent’ strategy by opening our first flagship stores in Paris, Lille, then Orleans and Bordeaux. By 2005 we have already launched Wrungshop.fr, our official online store.
1. BRAND ROOTS
2010 - 2012: “LIFESTYLE COMPANY� 15 years later, more than just a brand, Wrung has become a lifestyle. We are the leader in the French streetwear market, and our reputation has grown beyond hexagonal borders. Our turnover is a thousand times what it was at our beginning and our growth remains constant, even in times of crisis. We produce hundreds of thousands of pieces a year, and draw over a hundred styles per season.
WRUNG DIVISION
2. BRAND COLLECTION
2. BRAND COLLECTION & SEGMENTATION
Our audience reaches all youth from 15 to 30 years old with a taste for urban cultures.
This is achieved thanks to our brand’s authentic image, and through the different clothing lines we have developed.
2. BRAND COLLECTION & SEGMENTATION
DESIGN Trendy and fun, in our European slim fit. Slightly more fashionable while remaining leisure wear, colourful, art collabs, limited editions, headphones‌
2. BRAND COLLECTION & SEGMENTATION
CLASSICS Casual wear with a street touch, European fit. Basic and styles, clean cuts, classic graphics and patterns, sober tones. Simplicity, tradition, sports, classicism, care for details, values.
2. BRAND COLLECTION & SEGMENTATION
STREETLIFE Wrung’s original, core line, our version of urban wear. Bold styles in a large comfortable fit, strong graphics inspired by graffiti, street art, hip hop, underground cultures, with a little subversive twist.
2. BRAND COLLECTION & SEGMENTATION
COLLABS Through the years we have worked with many artists, graffiti writers, photographers, painters, rappers, DJs, tattoo artists, and brands, to create limited edition collabs. Assassin: pioneer group of French rap, 20th anniversary limited edition jacket. Armen: french photographer and music video director, nominated at MTV music awards 2011 for ‘Best music video’. Laura Satana: world famous tattoo artist. Jay One: painter, one of the Graffiti pioneers in Europe. Blazign: graphic design agency from Paris. Nassyo: french graffiti artist. Silvio Magaglio: french photographer. Sen2: graffiti artist from New York. Haze Wheels: European skateboard brand.
2. BRAND COLLECTION & SEGMENTATION
ACCESSORIES The line of accessories that nicely match our clothes, adding the finishing touch to a look. Bags, Snap backs, knitted hats, belts, gloves, wallets and more.
2. BRAND COLLECTION & SEGMENTATION
WRUNG LADY A capsule collection aimed at young women who enjoy urban culture, break dance, music, sneakers, graffiti and hip hop. Range includes Tshirts, baggy jeans, hoodies, leggings.
2. BRAND COLLECTION & SEGMENTATION
WRUNG KIDZ Capsule collection of children’s wear, produced in small quantities, aimed at today’s young urban parents who want their kids to dress just like them. Casual, comfortable and fun.
WRUNG DIVISION
3. PRODUCTS EXAMPLES
3. PRODUCTS - DESIGN
FUN - COLOURFUL - ART - MUSIC - SKATE - TRENDY - LIMITED EDITIONS - COLLABS
3. PRODUCTS - DESIGN
FUN - COLOURFUL - ART - MUSIC - SKATE - TRENDY - LIMITED EDITIONS - COLLABS
3. PRODUCTS - DESIGN
FUN - COLOURFUL - ART - MUSIC - SKATE - TRENDY - LIMITED EDITIONS - COLLABS
3. PRODUCTS - DESIGN
FUN - COLOURFUL - ART - MUSIC - SKATE - TRENDY - LIMITED EDITIONS - COLLABS
3. PRODUCTS - CLASSICS
CLASSIC - SIMPLE - HERITAGE - CASUAL - SPORT
3. PRODUCTS - CLASSICS
CLASSIC - SIMPLE - HERITAGE - CASUAL - SPORT
3. PRODUCTS - STREETLIFE
BOLD - URBAN - GRAFFITI - CORE - HIP HOP
3. PRODUCTS - STREETLIFE
BOLD - URBAN - GRAFFITI - CORE - HIP HOP
WRUNG DIVISION
4. TARGET CONSUMER
4. TARGET CONSUMER
SEX: 85 % men - 15 % women AGE: 15 to 30 years old REVENUE: Middle PROFILE: He / She loves fashion, latest trends, new technologies, iphone, facebook, twitter, vimeo, instagram, music, hip hop, graffiti, urban culture, cinema, 20th century pop icons, travelling and leisure, meet people and have fun. He or she enjoys to live in a distinctive group, to exchange, to move fast. He or she is ready to pay for design, quality products, and a meaningful brand with a strong image.
WRUNG DIVISION
5. BRAND POSITIONING
5. BRAND POSITIONING
High Price Supreme Bathing Ape Crooks & Castle Adidas Originals New Era Carhartt Vans DC Shoes
Obey
WRUNG Nike SB
Sport
Fashion Ecko
Forever21 South Pole H&M
Low Price
WRUNG DIVISION
6. BRAND VALUES
6. BRAND VALUES
LIFESTYLE We represent the urban way of life of a mixed generation with global fashion influences, inspired by music, hip hop, graffiti and sneakers trends. This concept is experienced by a strong presence among early adopters, hip journalists, famous musicians, artists, athletes and development partnerships with concept stores all over Europe.
6. BRAND VALUES
ART & CULTURE The Wrung brand was created by Graffiti artists. For 15 years we followed this track with many co-branding and collabs with painters, photographers, musicians, being for design apparel or exhibitions of talents in our shops, through showcases, tours, and videos.
6. BRAND VALUES
FASHION We are a well structured brand with different collections and spirits, through our lines Classics, Streetlife, and Design. Thanks to our solid experience, Wrung has become France’s top brand on this market, and a leader in Europe for the streetwear fashion segment.
6. BRAND VALUES
AUTHENTICITY Wrung is the only french brand to have succeeded and increased for 15 years, in a young market that requests a strong brand image. Our success results from a carefully monitored image, and a strong desire to widespread our target consumer without cutting our ÂŤundergroundÂť roots.
WRUNG DIVISION
7. STORES & GEOGRAPHIC IMPLEMENTATION
7. STORES & GEOGRAPHIC IMPLEMENTATION
120 selected retailers in France including: 4 Flagship Stores in France 20 in French carribean islands 200 selected retailers in Europe, including: 60 in Spain (2 License Stores in Spain) 40 in Scandinavia (Denmark, Sweden) 20 in Germany 10 in Switzerland 10 in Russia 10 in Poland 10 in Belgium 10 in Italy Recent ventures include Canada, Algeria, Senegal, Armenia.
7. STORES & GEOGRAPHIC IMPLEMENTATION
Wrung’s customers network is originally based on selected independent retailers but also consists of chain stores, mail order catalogs, and online shops. Our brand’s scope still aims at urban young men, and goes from classic streetwear, to hip hop clothing, sports wear, skate and ride, casual wear, lifestyle and fashion. As we have a specific image, Wrung requires commercial partnerships with solid marketing and a good understanding of our brand.