Breakups can be messy. Moving on should be fun. “#RipYourEx” is an Anti-Valentine’s Day campaign that transforms the end of relationships into a playful, empowering experience for Gen Z.

At its heart is the AI-powered BreakUp Bot, offering quirky, personalized advice to help users let go of the past while rewarding them with coupons for Wrangler retail therapy. Extending the idea offline, select Wrangler stores feature ‘emotional release zones’ where users can literally shred their old jeans - a symbolic act of moving on - using specially curated kits. Inspired by insights revealing that 66% of Indian Gen Z believe not all relationships are meant to last and 70% reject conventional romantic norms, the campaign captures their irreverence toward traditional notions of love. Through interactive digital engagement, humor, and tangible retail rewards, #RipYourEx positions Wrangler not just as a fashion brand, but as a companion in self-expression, empowerment, and moving forward - making breakups less bitter and a lot more fun.