Everything he lends his name to has a habit of turning into gold. When he designed a range of Vans sneakers last year (which sold for $150) they sold it as soon as they hit the stores. Expect the same frenzy when his range of jeans for Wrangler makes its way into stores in Australia. They've already appeared in US department stores with price tags of $US300 for jeans and $400 for jackets. And the prices have left many industry analysts in the US wondering whether Jacobs might be stretching his cool credentials this time. Customers are used to seeing Wrangler-branded jeans in discount department stores in the US for as little as $US15. Then again, maybe Marc Jacobs collection will give Wrangler a bit of giddyup in the fashion stakes.