Leading US jeans manufacturer VF Jeanswear, which owns well-known brands such as Wrangler Hero, Riders and Rustler, is to launch a new line of jeans for youngsters.

The company hopes its Hero Boy Infant & Toddler line for boys aged four and under will be as successful as the Hero Boy 4-16 range which it says is now its single largest business unit.

The latest collection will feature jeans and shorts with various surface finishes for texture, simplified features to perpetuate the cleaned-up look, and mid-weight and heavy-weight high-quality fabrics for comfort and function.

They include shorts in mid-weight denim/twill in medium crosshatch, vintage dark and olive, carpenter jeans and shorts in a mid-weight denim vintage light and vintage dark, and loose fit jeans and shorts in a mid-weight denim stonewash.

"With Wrangler Hero leading men and boys, it makes sense to strategically utilize that brand and leverage its brand awareness and credibility," said Riders' marketing communications manager Anne Lundahl.

She added: "Mom will love purchasing the 'little' Wrangler product so her 'littlest guy' can look like Dad or Brother."