Wholeheartedly Western- It’s Wrangler
A brand born to work on the range,
Wrangler has etched
out its place in
fashion history.
Deep in rural North Carolina, in the loft above a grocery store, a western denim legend was born. Started by young C.C. Hudson, the Hudson Overall Company, before it became the Wrangler of today, had one original mission: craft quality overalls worthy of blue-collar workers. With its meteoric rise from humble beginnings to a household jean label, Wrangler is a true Southern-made success story.
This company’s growth from a rural startup to an industry powerhouse is thanks to an unexpected source: The Rodeo. Wrangler created a style of jeans tailor-fit for cowboys - The 13MWZ - to gain traction among a new audience. To solidify themselves as the jean for Rodeo, Wrangler signed World Champion Cowboy Jim Shoulders (of Henryetta, Oklahoma) as an official ambassador in 1948. With this, they won over young cowboys and cowgirls across the South. Not stopping with Rodeo, Wrangler signed on as Dale Earnhardt’s lead sponsor in 1981, garnering traction amongst NASCAR audiences. These sports may carry certain connotations, such as ‘hillbilly’ or ‘too southern’ for mainstream popularity, but their communities’ support proved to be decisive. As of 1996, Wrangler overtook the king of denim, Levi’s, to become America's #1 market share leader.
Wrangler’s undeniable dedication to cowboy-worthy performance didn’t hinder their ability to cultivate a fashion following. “W'' emblazoned back pockets show up in pop culture moments throughout the decades. For Queen’s legendary live aid performance, Freddie Mercury sported icy light-wash Wranglers. John Travolta’s Urban Cowboy (a film that defined Western style for the ‘80s generation) donned the classic boot-cut blue jeans. Jennis Broyles, Wrangler VP of North America, says of these iconic moments,
“It’s incredible to know that these stars chose our brand as their jean of choice and that these products we’re featuring are truly those that have stood the test of time.”
The western roots of Wrangler provided a unique brand perspective, which they’ve used to carve out a standing within the fashion world. Even as their denim grew to be loved by Hollywood and celebrities, through the years, they never shed their core identity or values. Holding tight to the qualities that brought the humble company such wide acclaim, Wrangler continues to represent cowboy culture with Southern pride. So saddle up, and the Western takeover ensues.
Written by
Molly Waters