The new S/S '10 Wrangler Blue Bell website launching in February will be using interactive technology to allow visitors to mess around with model Tony Ward’s online figure. The Blue Bell website deploys digital film and cinematic special effects to achieve an incomparable level of user interface. More than a collection presentation, the site becomes a bit of a game and gives visitors the once in a lifetime opportunity to play dress-up with Ward, all whilst showcasing the new Blue Bell range of premium denims.

Influenced by vintage denims, classic 1950s styling and Western Americana, Blue Bell goes back to the basics of denim. The new S/S '10 collection pairs fitted chinos with destroyed denim jackets and check shirts, whilst clean blue jeans are combined with a washed-out denim shirts and Harrington jackets.