There’s little to be done to prevent a big brand from jumping on a bandwagon – from fashion trends to cultural moments, as far as many are concerned, they’re every Tom, Dick and Harry’s for the taking. So when a label that has a genuine association with a time, space or place announces something new (something actually relevant for the parties involved), it makes for all the nice feels.

Enter Wrangler 70 Years, a new collection from the denim specialist that simultaneously celebrates its last seven decades and champions its role in leading the wardrobes of a pivotal youth culture movement circa ’66-70s.

Tapped for the cover of Newsweek’s prominent issue from 1966 – in which the title introduced a survey of the teenager – the American brand this season has dipped into the archives, producing a new 70s inspired collection, a prelude, some might suggest, to a collaboration with Summer of Love artist Peter Max, which arrives later this month (learn more about it first, here).

A retro beast, the mainline collection, pictured above and below, is comprised of cute tees, vests and sweaters – fronted by the iconic logo in a series of rainbow colours – as well as denim flares, hot pants, and straight and tapered jeans. For those who dress with serious sass…