Wrangler

Summary

Wrangler Jeans, founded in 1947 by the Blue Bell Overall Company, has a rich history rooted in providing durable and functional denim for cowboys and rodeo riders. Known for its high-quality craftsmanship and practical design features, Wrangler quickly became a staple in Western and workwear fashion. In 1986, the brand came under the ownership of VF Corporation, a leading apparel company that also owned other major brands like Lee and The North Face. Wrangler continued to thrive under VF Corporation until 2019, when it was spun off along with Lee Jeans to form Kontoor Brands, Inc., an independent apparel company focused on denim and workwear. This move allowed Wrangler to continue its legacy as a distinguished denim brand while positioning itself strategically for growth and innovation under its new corporate structure.

When were Wrangler Jeans invented?

Wrangler Jeans were invented in 1947. The brand was created by the Blue Bell Overall Company, which had acquired the rights to the name “Wrangler” in the mid-1940s. Wrangler’s goal was to develop durable and functional jeans specifically designed for cowboys and rodeo use. To achieve this, Blue Bell enlisted tailor Rodeo Ben, who collaborated with professional rodeo cowboys to create jeans that met the needs of riders, incorporating features such as flat rivets to prevent scratching saddles and reinforced stress points for added durability.

When was Wrangler Jeans founded?

Wrangler Jeans was founded in 1947.

Who owns Wrangler Jeans?

Wrangler Jeans is owned by Kontoor Brands, Inc., an American apparel company. Kontoor Brands was formed in 2019 as a spin-off from VF Corporation, which previously owned Wrangler along with other notable brands like Lee and North Face.

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 Jeanswear into 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. Whether it’s on a ranch, in a workshop, or simply out in the world, Wrangler aims to resonate with those who value strength, independence, and an unapologetic approach to life.

This vision extends beyond specific professions, reaching anyone who seeks versatility in their clothing. From cowboys and ranchers to construction workers and adventurers, Wrangler designs its apparel for a wide range of occasions and environments. Its products are built to last, providing comfort and durability for people who shift seamlessly between work, leisure, and everyday life. Whether heading to work, spending time outdoors, attending church, or going to school, Wrangler sees itself as the go-to choice for individuals who live life to the fullest.

Ultimately, Wrangler strives to represent not just a clothing brand, but a lifestyle of freedom, adventure, and self-expression. The brand’s vision embraces people who take pride in their individuality and approach every moment—whether it’s a workday or a weekend—with the same spirit of determination and joy. Wrangler stands as a symbol for those who refuse to be confined by societal norms and are ready to face life’s challenges with confidence and style.

Mission Statement

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

Wrangler’s mission is to create apparel that reflects the essence of hardworking individuals who embrace life with determination and joy. The brand is committed to designing durable, high-quality apparel that caters to those who balance effort and enjoyment in their daily lives. By focusing on functionality, comfort, and style, Wrangler ensures that its collections support the active lifestyles of people who take pride in their work and aren’t afraid to express their unique personalities. The mission is to provide more than just clothing; it’s about offering products that empower individuals to feel confident in their own skin, regardless of the environment or occasion.

The brand believes that true strength comes from not only working hard but also having fun and embracing life’s moments. Wrangler’s mission is to resonate with people who live boldly, providing them with apparel that complements their journey and reflects their personal identity. In every stitch, Wrangler strives to uphold its values of authenticity, resilience, and the celebration of diverse, adventurous lives.

Awards and recognition

Wrangler is recognized for being the toughest denim for everyday wear. Wrangler is recognized for its durable, high-quality denim made of the rugged outdoor lifestyle. Founded in the mid-20th century, Wrangler quickly became synonymous with authentic, long-lasting jeans that could withstand tough conditions, making it a favorite among cowboys, ranchers, and outdoor enthusiasts. Over the years, the brand has expanded its product range while maintaining its reputation for craftsmanship and reliability. The brand is highly regarded for blending traditional Western influences with modern trends, appealing to a diverse audience while staying true to its roots.

Leadership Team

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

Products and Services

Wrangler offers a wide portfolio of high-quality apparel, with a strong emphasis on versatility and style. Known for their durable and timeless denim, Wrangler provides “Denim for all occasions” with four distinct fits: Skinny, Slim, Regular, and Comfort. Whether consumers prefer a sleek, form-fitting look or something more relaxed, Wrangler’s denim collection is designed to meet everyone’s unique style and comfort needs. Each fit offers something different, ensuring that everyone can find their ideal pair.

In addition to their iconic denim, Wrangler also offers a selection of casual and functional clothing. Their collection includes shirts, Crew Neck T-shirts, Polo T-shirts, jackets, and sweatshirts, all crafted with the same dedication to quality and comfort. These pieces can effortlessly complement any wardrobe, providing the perfect balance of fashion and practicality. Whether anyone’s dressing up or keeping it casual, Wrangler ensures they’ll be both comfortable and stylish in every situation.

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
• 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