Wrangler

Summary

With a rich legacy rooted in the American west, Wrangler commits to quality and timeless design. Its collections for men, women and children look and feel great, inspiring those who wear the denim to be strong and ready for life, every day. Today Wrangler’s commitment to sustainability is guiding the brand’s business strategy.

History

In 1897 twenty- year- old C.C. Hudson shifted from Spring Hill Farm, Williamson County, Tennessee to the textile town of Greensboro, North Carolina where he found work sewing buttons on overalls in a factory for twenty-five cents a day. When his workplace closed in 1904 he and a few colleagues purchased sewing machines, leased space and incorporated it as “Hudson Overall Company”. Sales of overalls were really good and the company moved to a larger space and renamed itself, “Blue Bell Overall Company”.

In 1926 Kentucky-based Big Ben Manufacturing acquired Blue Bell for a reported sum of $585,000. The alliance allowed greater production, sales and creativity and in 1936, the company launched overalls designed with fabric that reduced post-wash shrinkage to about one per cent. Following the acquisition of Casey Jones Company in 1943 (and, with it, rights to Casey Jones’ rarely used brand name, Wrangler) and acclaimed tailor Rodeo Ben’s development of denim jeans tough enough for real cowboys in 1947, it evolved into the brand we wear and love today. Shortly, Blue Bell introduced Wrangler 11MWZ with felled out-seams and inseams, rear pockets, ‘no scratch’ rivet pocket reinforcement, zipper fly and a strong tack in the crotch instead of a metal rivet; rodeo cowboys Jim Shoulders, Bill Linderman and Freckles Brown praised it for durability, quality and authenticity.

in 1948 World Champion Cowboy Jim Shoulders endorsed Wrangler. By association, the brand became popular when he won sixteen world championships. Blue Bell opened a plant in Belgium in 1962 and Wrangler was launched in Europe. The following year, the brand began using fourteen oz. denim, “the heaviest denim ever made”. In a coup Wrangler become the first western-wear brand in 1974 to be endorsed by the Pro Rodeo Cowboy Association. The brand also became primary sponsor of professional driver Dale Earnhardt and the legendary “Wrangler Jean Machine.”

In 1986, Blue Bell merged with Pennsylvania-based apparel and footwear company VF Corporation, making VF one of the two largest jean manufacturers in the world, with reported twenty-five per cent of the $6 billion market. A huge deal for a company that started from scratch in a loft above a grocery store!!  In 2019 VF Corporation separated VF Jeanswearinto an independent public company named Kontoor Brands Inc which includes Wrangler, Lee and Rock-and-Republic.

In 1997 the brand celebrated the fiftieth anniversary of 13MWZ with a collectors edition. In 2000 “Whatever You Ride” campaign was launched, focusing on core brand values followed by a series of campaigns including “There’s a bit of the West in all of us” and “Wanted,” focusing on Wrangler’s roots. The brand also celebrated a hundred years with a limited edition collection that reproduced the first Wrangler jeans.

VF Jeanswear added two new brands: Riggs Workwear by Wrangler- a line of premium work wear- and Wrangler ProGear hunting apparel. The George Strait Cowboy Cut collection was introduced. in 2004, Wrangler Jeans Company becomes the official jean of Dale Earnhardt, Jr.. The following year witnessed an alliance with American Quarter Horse Association to develop Ultimate Riding Jean for women. In 2007, the passing away of “Jim” Shoulders ended a fifty-eight-year sports licensing endorsement. However, things looked up in 2009 when country music star Jason Aldean became the face of Wrangler Retro. In December 2013, WranglerNetwork.com was launched, featuring live rodeo streaming video footage, rodeo scores and stats and country music videos.

In 2018, there were changes made by parent company VF Corporation. Per Reuters: “VF Corp will spin off Lee and Wrangler jeans into a separate public company… VF had considered all options for the jeans business including an outright sale, but decided that a spin-off would serve shareholders best.” According to a company release, “The new company, named Kontoor Brands, Inc. will include the Wrangler, Lee and Rock and Republic brands and the VF OutletTM business. The separation was achieved through the distribution to VF’s shareholders of one share of Kontoor Brands common stock for every seven shares of VF stock held at the close of business on the record date of May 10, 2019.”

Today Wrangler’s commitment to sustainability is guiding the brand’s business strategy. Per Forbes: “Wrangler confirmed an agreement for denim fabric to be produced later this year with a new foam-dyeing process that will eliminate 99 percent of the water typically used in the indigo-dyeing. Wrangler is the first brand to embrace the innovative technology, which is expected to transform the denim industry…”

Vision

Wrangler envisions itself as the spirit of people who work hard, have fun and recognise courageous individuality. From cowboys and ranchers to construction workers and weekend warriors, Wrangler is right for any occasion: work, play, church, school and just about everything in-between.

Mission Statement

Wrangler is in the spirit of people who work hard, have fun and recognise courageous individuality.

Awards and recognition

Wrangler is recognized for being the toughest denim for everyday wear

Leadership Team

Scott Baxter (CEO, Kontoor)
Robert Shearer ( Lead Independent Director)
Ashley Goldsmith (Director)
Robert Lynch (Director)

Products and Services

Denim for all occasions in four fits – Skinny, Slim, Regular and Comfort in addition to Shirts, Crew Neck T-Shirt, Polo T-Shirt, Jackets and Sweatshirts

References

• Official website Wrangler
• Kontoor CEO Scott Baxter on How VF Spin-off Set Lee and Wrangler Free WWD
• The best jeans for men GQ
• How Wrangler is creating the next generations jeans Forbes
• “These $35 Pants Make Me Feel Like I’m in Saturday Night Fever” Vogue
• Wrangler and Gant collaboration GQ
• Facebook page of Wrangler Facebook
• Wardrobe Go-To Vogue
• Instagram page of Wrangler Instagram
• Wrangler Now Makes Moisturizing Jeans Cosmopolitian
• LinkedIn page of Wrangler LinkedIn
• Youtube channel of Wrangler Youtube
• Lee, Wrangler owner VF Corp looks to exit denim business Fashion Network
• Twitter page of Wrangler Twitter
• Wrangler Jeans Are Headed to China BoF
• An American clothing giant is reportedly turning its back on Wrangler and Lee Business Insider
• Wiki page of Wrangler Wikipedia
• Wrangler Owner Looks to Exit Jeans Business BoF
• Guide to women’s jeans Wrangler
• VF to spin off Lee and Wrangler jeans into public company Reuters