Saul Foster - Wrangler - morbidezza è ... - 1970s

Vintage Wrangler advertising poster, truly singular and fascinating, playing on visual surrealism typical of the 70s and 80s.

The Central Element: The "Cat-Jeans"
The absolute protagonist is a tabby cat that seems to have literally fused with a pair of jeans. It doesn't simply wear the pants: the denim fabric becomes its skin from the neck down.
The cat's body mirrors perfectly the anatomy of classic Wrangler. You can notice the back pocket with the iconic W stitching, the belt loops, and the double stitches (the typical flat-felled seams) that follow the muscles of the hind legs.
The cat is depicted climbing a slender vertical strip of grass. Its expression is vigilant, with large green eyes looking upward, emphasizing the feline agility.
The Slogan: At the top right reads "morbidezza è...". The phrase is left hanging, suggesting that the answer is the image itself. Wrangler wants to communicate that their denim, though as durable as the hide of a wild animal, is soft and flexible like a cat.
At the bottom we find the classic Wrangler logo, with the note of the historical office: Home office: Greensboro, North Carolina U.S.A.
This is not a photograph, but a painted illustration (likely airbrush or colored pencils and watercolor). There is the artist's signature near the cat's tail, typical of authorial illustrations of that era.
The images and photos show signs of time with some foxing spots (yellowing of the paper), giving it an authentic vintage air highly sought after by collectors.

The article is sold unframed
Measurements: 46 × 56 cm

The Concept: "Morbidezza è..." (Softness is...)
This striking piece of vintage advertising from the 1970s or early 80s uses surrealist illustration to deliver a powerful sensory message. Instead of showing a human model, Wrangler chose a feline protagonist to represent the physical qualities of their denim.
The Hybrid "Cat-Jeans": The centerpiece is a ginger tabby cat whose lower body is literally fused with a pair of blue jeans. It doesn't just "wear" them; the denim is its skin.
The artist meticulously integrated denim features onto the cat's anatomy. Notice the iconic "W" stitching on the back pocket, the copper rivets, the belt loops, and the heavy-duty double seams that follow the curve of the cat’s powerful hind legs.
The cat is depicted mid-climb on a vertical strip of grass. This emphasizes agility and flexibility—key selling points for a fabric that is often perceived as stiff or restrictive.
The Slogan: In the top right, the Italian phrase "morbidezza è..." (softness is...) acts as an open-ended prompt. The image provides the answer: Wrangler denim is as soft and natural as a cat's movement.
On the left, the classic Wrangler logo is displayed vertically, proudly noting its heritage: "Home office: Greensboro, North Carolina U.S.A." This anchors the surreal art in American craftsmanship.
This is a high-quality commercial illustration, likely created using a mix of airbrush and colored pencils. The soft, dreamlike clouds in the background contrast beautifully with the sharp, tactile texture of the denim and the cat's fur.

Vintage Character: The visible "foxing" (the small brown age spots on the paper) adds a layer of authentic vintage charm, telling a story of a piece that has survived decades.

Size 46x56x1 cm
Sold Unframed