Wrangler® Nods to Brand’s Western Heritage During 75th Anniversary Celebration

Wrangler® Nods to Brand’s Western Heritage During 75th Anniversary Celebration

Since 1947, Wrangler® has epitomized authentic western fashion and embodied the lifestyle of the American West.

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Since 1947, Wrangler® has epitomized authentic western fashion and embodied the lifestyle of the American West. Creating denim crafted for the toughest rodeo athletes, coupled with timeless details and quality craftsmanship, the iconic western brand has perfected how to reach the critical intersection of superior durability and effortless style. Throughout the brand’s 75 years of embracing its western heritage, the denim icon has expanded and evolved to create apparel fit for everyone from cowboys to rockstars, while always remaining true to its roots in the western lifestyle. The brand’s anniversary celebrates decades of outfitting the West’s best, from rodeo legends Jim Shoulders, to country superstar Cody Johnson, to newcomers like Leon Bridges and Stephanie Quayle. Read on for a preview of how the emblematic brand is celebrating its diamond jubilee.

A Full-Circle Moment For Leon Bridges

The emblematic western brand kicked off the milestone year by announcing singer-songwriter Leon Bridges as the brand’s 2022 global men’s ambassador. Discovered nearly 10 years ago after striking up a conversation with a music executive at an open mic night  in Fort Worth, Texas about a shared love of Wrangler jeans, Leon Bridges has since been vocal about his love for the brand. Wrangler, alongside Bridges, is now gearing up for the launch of Leon Bridges x Wrangler, a limited-edition collection honoring Bridges’ deep Texas roots, releasing this fall.

Key Collaborations Celebrating Wrangler’s Western Roots

To celebrate 75 years of western heritage, the brand has also engaged in several western-inspired collaborations, including exclusive collections with Montana Silversmiths, Will Leather Goods and the hit Paramount series ‘Yellowstone’. Each collaboration has pushed Wrangler beyond its typical wheelhouse with unique statement pieces and accessories. 

The Wrangler Legends Collection by Montana Silversmiths offers quality western jewelry that encourages cowgirls to be unapologetically themselves with colorful earrings, necklaces, pendants and more. The collection celebrates western life and style and is made to be treasured for a lifetime.

Sharing the same dedication to authenticity and craftsmanship, Wrangler also joined with Will Leather Goods earlier this year to present an undeniably western leather and canvas cargo duffle bag. Just like denim, this leather heirloom will only look better with time, as it was expertly crafted from start to finish, using steadfast construction methods and durable full-grain leathers. The accessory offers premium style for the ride of life.

As the latest season of Paramount’s ‘Yellowstone’ continued to enthrall audiences across the nation, the Wrangler x Yellowstone Collection was created to transport viewers to Dutton Ranch through a series of ‘Yellowstone’-themed graphic tees. Each style was thoughtfully designed to evoke the cowboy spirit in all of us, and inspire wearers to embrace the western way of life. Another much-anticipated drop of the Wrangler x Yellowstone Collection will be launched later this fall, including even more pieces inspired by the hit series.

Wrangler Takes Center Stage with Music-Centered Launches

Furthermore, the brand is celebrating the iconic milestone by showcasing its authentic brand heritage through music, highlighting Wrangler’s roots in country music and its history with famed artists. This summer, Wrangler announced a collaboration with three iconic music festivals: Lollapalooza Chicago, Lollapalooza Berlin, and Austin City Limits Music Festival. The collaboration celebrates self-expression and shared passion through music, fashion and culture. At each festival, Wrangler will activate onsite in a variety of ways. In the Wrangler booth, an interactive customer space, fans can buy exclusive denim festival merchandise from limited-edition capsule collections and personalize it with free laser customization specific to the festival. The partnership spotlights Wrangler’s ties to the music industry and emphasizes how music has served as design inspiration weaved throughout the brand’s history.


The brand also announced an exclusive collaboration marking 75 plus years of cultural influence in the music and western realms with the launch of Wrangler x Fender. Wrangler teamed up with  the world’s leading guitar manufacturer to launch an exclusive collection of denim and graphic tees bringing to life the rich heritage of both Wrangler and Fender, celebrating their ability to blaze new trails, set trends and shape sounds. The covetable collaboration is built around the defining black and blue lived-in denim uniform worn by guitarists for decades. Just a few of the notable faces from the music industry that were featured in the  Wrangler x Fender launch campaign included rock ‘n roll progeny and acclaimed fashion model Georgia May Jagger, country artist and songwriter Orville Peck, and country artist Stephanie Quayle.

As Wrangler’s yearlong celebration continues throughout 2022, denim lovers can look forward to even more exclusive collection launches and unexpected collaborations, including partnerships with GANT, as well as additional activations with Leon Bridges, ‘Yellowstone’, and more. 

Throughout the milestone year, Wrangler has never lost focus on the brand’s western roots with styles built to evoke the cowboy spirit in all wearers and embrace the spirit of the American West. After inspiring confidence and charisma in Wrangler wearers for decades, 75 years of serving as the true American heritage brand and iconic leader in denim is only the beginning. Wrangler looks forward to outfitting trailblazers for the next 75 years to come, for the ride of life.