“Darling you just have to see these shirts,” said luxury lifestyle writer Donald Charles Richardson, pulling me over to a rack of beautifully colored plaid wovens at a press event yesterday for Wrangler. And I have to admit, these were really nice shirts! And they were all 20 bucks. Retail!! (And Donald Charles, who as a luxury lifestyle writer stays only in the finest hotels and drinks only the finest wines, will soon be wearing these $20 shirts…)

In fact, I was soon to learn, everything in the room (including a great assortment of jeans and casual pants and some upscale-looking knits) was priced at 20 bucks retail. Or less! (Looking at labels, I learned that sourcing was from Pakistan, China, Bangladesh, etc. What: you were expecting Italy?)

In that I was brought up in Loehmann’s and Marshalls and that I’ve been a discount store shopper my entire life, I should not be so impressed with this affordable collection but I can’t wait to run to Wal-Mart, Kmart or Target for some new Wrangler jeans! I guess since I’ve been writing so much about luxury these days, I’ve forgotten there’s a real world out there!

Wrangler’s John Cunningham brought me back to reality, explaining the newest washes, fits and detailing in denim. (In addition to Wrangler’s regular denim, there’s a premium collection that sells for two to three bucks more but still retails under $20!) A closer-to-the-body straight fit is gaining ground but the winner is still a relaxed fit model; bootcut still outsells straight leg. Key washes are dark and blue/black but don’t believe for a second that bleached is over. It’s not: especially a new super-bleached wash. Distressed details are important but in moderation.

Okay, so after learning all this I keep wondering: why aren’t conventional stores buying this collection? Is it VF’s distribution policy (Lee is positioned as their more upscale brand) or it is a certain arrogance? Were I a conventional store retailer, I would jump on this collection, not only for its affordability but also for its heritage/authenticity and amazing brand recognition. You never know…