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

Antique Wrangler advertisement poster that is truly singular and fascinating, playing on the visual surrealism characteristic of the 1970s and 1980s.

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 trousers: the denim becomes its skin from the neck down.
The cat’s body precisely mirrors the anatomy of classic Wranglers. One can notice the back pocket with the iconic “W” stitching, the belt loops, and the double seams (the typical flat-felled seams) that trace the muscles of the hind legs.
The cat is depicted climbing a slender vertical strip of grass. Its expression is alert, with large green eyes looking upward, underscoring the feline agility.
The Slogan: At the top right one reads “morbidezza è...” (softness is...). The phrase is left hanging, suggesting that the answer lies in the image itself. Wrangler aims to convey that their denim, while as sturdy 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 headquarters: Home office: Greensboro, North Carolina U.S.A.
This is not a photograph, but a painterly illustration (likely airbrushed or colored pencils and watercolor). There is a signature by the artist 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), which gives them an authentic and highly sought-after vintage aura among collectors.

The article is sold unframed
Dimensions: 46 × 56 cm

The Concept: “Morbidezza è...” (Softness is...)
This striking piece of vintage advertising from the 1970s or early 1980s 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