Wrangler

Wrangler launched its Western jeans in 1947 through the Blue Bell Overall Company in Greensboro, North Carolina. The business had earlier roots in work clothing, beginning with the Hudson Overall Company in 1904. Blue Bell acquired the Wrangler name in 1943 before developing it into a brand directed toward the needs of working cowboys.

Tailor Rodeo Ben helped design the original jeans, with professional rodeo riders testing them in use. Details associated with riding, including practical pocket placement and hardware, shaped a product whose credibility depended on performance. The Cowboy Cut jean became a lasting reference point, while the W stitching on the back pockets supplied an immediately recognizable mark.

Wrangler expanded into shirts and jackets, carrying its Western identity into a broader casual wardrobe. Its relationship with country music and rodeo kept that heritage visible as the jeans reached customers far beyond ranches and arenas. European expansion introduced another audience to clothing whose original design answered specific American working conditions.

The brand became part of Kontoor Brands in 2019 alongside Lee. Collaborations, including a collection with GANT, have offered further interpretations of its archive. Across those different settings, Wrangler’s identity remains grounded in denim and Western dress, allowing practical clothing developed for riding to function as an enduring part of everyday menswear.