This Week in Denim: Celebrity Campaigns Lead Fall (September 2026)
1. George Strait and Wrangler mark 30-plus years with a new commercial
On September 21, George Strait and Wrangler released a new commercial for the George Strait Collection, the singer’s long-running apparel line that includes jeans, shirts, a front-zip vest, and a quarter-zip pullover. The partnership goes back over three decades, and the new spot — filmed in Texas locations with a Strait voiceover — leans into that history. “You know how to spot an original?” he asks. “They never change who they are or what they stand for.” (Source: Country Rebel)
The tall-fit takeaway: Heritage cuts like the cowboy cut don’t change much — which is exactly why they work on tall frames. If your jeans run true in the inseam once, they run true forever; our how-to-measure-inseam guide shows you how to get the number right the first time.
2. JACK&JONES taps Vedang Raina for autumn/winter 2026
European menswear brand JACK&JONES unveiled its Autumn Winter 2026 denim campaign on September 24, fronted by actor Vedang Raina. The collection spans directional barrel fits, bootcuts, denim sets, and rugged outerwear, built around what the brand calls the dual energies of “Party and Travel.” It’s the latest in a season of denim brands leaning on young celebrity faces to sell fall fits. (Sources: NewsVoir via LatestLY, Business News This Week)
The tall-fit takeaway: Barrel fits and bootcuts are having a moment — but both styles live or die by where the leg lands. A bootcut needs enough length to actually cover the boot; our tall men’s guide has more on getting the proportions right.
3. Rip Curl and Abrand Jeans drop their second surf-nostalgia collection
Rip Curl and Abrand Jeans are back together this month with a second denim collection, built on Rip Curl’s ’80s surf archives reworked through Abrand’s Y2K-inspired baggy silhouettes. The men’s side covers baggy jeans, jackets, tees, boardshorts, and hoods, and it rolls into retail and online across Australia, Europe, and the U.S. this month. (Source: License Global)
The tall-fit takeaway: Baggy jeans on tall frames live or die by the hem — a baggy cut that pools at the ankle looks broken, not relaxed. Read how to cuff and hem jeans before you let two extra inches stack.
That’s this week in denim. New roundup every Friday.