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FASHION TIPS 12 September 2024

From Rodeo to Runway: The History of Wrangler Jeans

From the rugged rodeo circuits to the fashion runway, Wrangler jeans have carved a unique place in the world of denim. Known for their sturdy construction and timeless appeal, their journey is a testament to American resilience and the enduring spirit of the West. This is the story of how a small workwear company grew to become a global denim icon synonymous with cowboy culture and quality craftsmanship.

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When Was Wrangler Founded?

The Wrangler history begins in the heart of the American South, where the seeds of this iconic brand were sown. It was 1904 when C.C. Hudson, a young man from Spring Hill, Tennessee, found himself out of work after his job at a textile factory in Greensboro, North Carolina, came to an abrupt end. Undeterred, Hudson bought several of the factory’s old sewing machines and, along with his brother Homer, started a new venture in the back room of a grocery store. They called their business the Hudson Overall Company.

By 1919, the Hudson brothers had outgrown their small operation and rebranded their company as the Blue Bell Overall Company. Named after the bell that called workers to shift, Blue Bell quickly became known for producing durable workwear. It was this commitment to quality and durability that laid the foundation for what would later become the Wrangler brand.

When Did Wrangler Jeans Come Out?

Wrangler jeans, as we know them today, were born in 1947, but the path to this iconic brand name began years earlier. In 1943, Blue Bell acquired the Casey Jones Company, a workwear manufacturer, and with it, the rights to the brand name “Wrangler.” Recognizing the growing popularity of cowboy culture, Blue Bell launched the first Wrangler jeans designed specifically for rodeo use: the 13MWZ. Crafted with input from professional rodeo tailor Rodeo Ben, these jeans featured flat rivets that wouldn’t scratch saddles, a higher back rise for added comfort in the saddle, and seven belt loops instead of the traditional five for better fit and durability.

Endorsements by rodeo legends like Jim Shoulders and Freckles Brown helped cement the brand's reputation. The jeans were more than just durable workwear; they were a badge of honour for cowboys. When Jim Shoulders, known as the “Babe Ruth of Rodeo,” signed on as the first official endorsee, the brand’s association with the rodeo circuit became unshakeable. These jeans weren’t just made for riding—they were made for winning.

Embracing the Cowboy Spirit

Wrangler’s deep connection to cowboy culture set it apart from other denim brands. While competitors like Levi’s were also popular, their focus on functionality and durability for working men and rodeo stars gave it a unique edge. Wrangler jeans became the uniform of the cowboy, embodying the rugged, independent spirit of the American West. The brand's cowboy image was solidified through clever marketing campaigns and sponsorships, positioning them as the jeans for the working man and the Western lifestyle enthusiast.

Throughout the 1950s and beyond, Wrangler continued to grow, with their cowboy jeans becoming the official outfit of the Pro Rodeo Cowboy Association. The rugged durability of Wrangler jeans made them a favourite not only among cowboys but also among blue-collar workers across America. Whether worn on the ranch, the farm, or the factory floor, their collecions became a symbol of resilience and hard work.

Wrangler's Expansion Beyond the Rodeo

As the decades rolled on, Wrangler’s appeal extended beyond the rodeo and the American South. In the 1960s, it began to expand its reach internationally, finding a new audience in Europe, where American Western culture was gaining popularity. In 1986, Blue Bell merged with VF Corporation, one of the largest apparel companies in the world, propelling the brand into the global market. This merger allowed Wrangler to maintain its classic, rugged image while also diversifying its offerings to appeal to a broader audience.

Wrangler’s appeal wasn’t just limited to the West. By the 1980s, Wrangler jeans were being worn by everyone from rock stars to rebels. The brand's tough, all-American image made it a favourite among those looking to make a statement. Wrangler jeans were no longer just for cowboys; they were for anyone who embodied the spirit of independence and resilience.

Wrangler Jeans for Everyone

While their initial focus was on denim jeans for men, however, the brand quickly recognized the growing demand for women's denim. Wrangler jeans for women were introduced with the same commitment to durability and style that had made the men’s jeans famous. The women’s line featured tailored fits that offered comfort and style for a variety of occasions, from everyday wear to riding. Today, Wrangler continues to offer a range of options for men, women and children, combining classic cowboy aesthetics with modern fits and styles.

Wrangler Jeans History in the Modern Era

Wrangler’s transformation from a small workwear company to a global denim icon is a story of staying true to one’s roots while evolving with the times. Today, they continue to thrive under the ownership of Kontoor Brands, maintaining its status as a leading name in denim. The brand’s enduring popularity is a testament to its commitment to quality, authenticity, and the timeless appeal of the cowboy spirit.

From rodeo arenas to city streets, Wrangler jeans remain a symbol of American heritage and rugged individualism. As trends come and go, the brands dedication to producing durable, stylish denim has kept it at the forefront of the industry, proving that some things never go out of style.

Why Stock Wrangler Wholesale Products?

For retailers, adding wholesale Wrangler products to your inventory offers a variety of benefits:

1. Strong Brand Recognition and Market Presence:

Wrangler is a well-known and respected brand with a strong presence in the U.S. and worldwide. Thanks to its iconic logo, the products are instantly recognisable. This widespread recognition means that their collection is in high demand, making them a dependable addition to any retail store’s inventory.

2. Wide Range of Products:

Wrangler offers a wide range of products, including classic jeans, jackets, shirts, and accessories for men, women, and children. Whether customers are looking for durable workwear, stylish casual wear, or the latest in Western fashion, their range has something for everyone.

3. High-Quality and Durable Designs:

Known for its commitment to quality, Wrangler consistently delivers products that are built to last. Their jeans are crafted using durable materials and innovative construction techniques, such as reinforced seams and high-quality denim, ensuring they stand up to the toughest wear and tear. This focus on durability and functionality makes them a trusted choice for consumers seeking reliable, long-lasting apparel.

4. Unique Brand Identity and Cultural Appeal:

Wrangler's deep-rooted association with cowboy culture and the American West gives it a unique brand identity that resonates with a wide audience. From ranchers to fashion enthusiasts, the brand appeals to those who value authenticity, ruggedness, and a connection to the classic American lifestyle.

Final Thoughts

Wrangler’s story is one of grit, innovation, and the enduring allure of the American West. From its humble beginnings in North Carolina to becoming a household name around the world, Wrangler has shown that true quality stands the test of time. Whether your customers are cowboy, city dwellers, or anything in between, it’s clear Wrangler jeans are a legacy brand loved by everyone.

Ready to Add Wrangler to Your Offering?

As a leader in distributing wholesale branded clothing, our wholesale Wrangler range offers you the opportunity to stock everything from classic cowboy jeans to stylish jackets and accessories. Whether you’re targeting the Western wear market or looking to add a touch of Americana to your store, they are a brand that delivers.

FAQs

1. Which came first, Levi's or Wrangler?

Levi's came first. Levi Strauss & Co. was founded in 1853 and is known for creating the first blue jeans in 1873. Wrangler, on the other hand, was established much later, with its first jeans hitting the market in 1947.

2. Do real cowboys wear Wranglers?

Absolutely! Real cowboys often choose Wranglers because of their durability and comfort, especially for riding. The jeans are designed with features that cater to the needs of cowboys, like reinforced seams and a snug fit, making them a favorite in the rodeo world.

3. What is the difference between Levi’s and Wrangler?

While both are iconic denim brands, Levi’s is known for its fashion-forward styles and historical significance as the first blue jeans maker. Wrangler, however, has a strong association with cowboy culture and the Western lifestyle, focusing on durability and practicality, especially for outdoor and rodeo activities.

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