Blue Bell, Wrangler's premium denim brand has chosen London as the city to open its first-ever retail store. The Pop-Up Shop on Holborn's Lamb’s Conduit Street - one of London’s best thoroughfares for independent retailers and eateries, will be officially open from 4th September until 10th October 2009.

The showcase store will present products from A/W 09, the debut season for Wrangler’s relaunched Blue Bell brand. Aiming to be modern and progressive, Blue Bell looks to the future of denim clothing with contemporary fits and astute details. The Blue Bell brand combines the quality and details of vintage clothing with the fit and styling of a modern fashion line. Comprising of four classic fits with unique innovations, Blue Bell has created a new benchmark for denim whilst all Blue Bell items maintain Wrangler’s attention to detail and precision in their designs.

The Pop-Up Shop has been transformed for Bluebell to compliment the antiquated feel of the street. Warm woods and natural textiles have been utilised across the shop’s interior creating a welcoming environment, capturing the essence of the premium label. Blue Bell’s American heritage has been channelled throughout the store fit with subtle references in the vintage jars, antique striped cotton and painted flags giving an abstract take on the American Stars and Stripes. The collection hangs on vintage hangers on customised steel rails decorated with vintage, knotted handkerchiefs.

Adam Kakembo, marketing director of Wrangler Europe, said: “The pop-up store concept is very of-the-moment. And this location, among tailors and premium design-led brands, fits perfectly with Blue Bell. The idea of seeing Blue Bell in its own retail space is a dream come true. It’s our opportunity to show the world the splendor of the Blue Bell brand.”

Blue Bell will be launched at Cube, 47 Lamb's Conduit Street, from the 4th September until the 10th of October 2009.