Wrangler is one of the world’s most recognisable denim and workwear brands, distinguished by its rugged jeans, Western-inspired clothing, and durable apparel designed for active lifestyles. Originally created for cowboys and rodeo professionals, the label has evolved into a global fashion and lifestyle brand whilst maintaining its heritage of authenticity, durability, and performance. Today, Wrangler is owned by Kontoor Brands and retails its products in more than 100 countries.1

• Founded: 1904 (as Hudson Overall Company)
• Wrangler brand introduced: 1947
• Founder: C. C. Hudson
• Headquarters: Greensboro
• Parent company: Kontoor Brands (since 2019)
• Industry: Apparel and Fashion
• Products: Jeans, shirts, jackets, shorts, workwear, Western wear, accessories, and footwear
• Markets: Worldwide2

The origins of Wrangler date back to 1904, when C. C. Hudson established the Hudson Overall Company in Greensboro, North Carolina, to manufacture durable work clothing. In 1919, the enterprise was renamed Blue Bell Overall Company.

A pivotal moment occurred in 1943 when Blue Bell acquired the Casey Jones Company, thereby obtaining ownership of the then little-used Wrangler trademark. Four years later, in 1947, Wrangler officially launched its inaugural line of Western jeans, designed specifically for cowboys and rodeo riders. These garments were developed with the assistance of renowned tailor Bernard “Rodeo Ben” Lichtenstein, who incorporated specific features to enhance comfort and durability during horse riding.3

Professional rodeo champions, including Jim Shoulders, Bill Linderman, and Freckles Brown, tested and endorsed the original 13MWZ jeans, helping to establish Wrangler as the authentic choice for Western wear.4

Growth and Global Expansion

Wrangler expanded rapidly throughout the second half of the 20th century. Key milestones in this development include:

• 1962: Expansion into Europe with the opening of a manufacturing plant in Belgium.
• 1974: Became the first Western apparel brand officially endorsed by the Professional Rodeo Cowboys Association.
• 1986: Blue Bell merged with VF Corporation.
• 1996: Wrangler became one of the leading jean brands in the United States.
• 2019: Wrangler became part of Kontoor Brands following its spin-off from VF Corporation.5

The philosophy of Wrangler centres on creating clothing that combines durability, functionality, comfort, authentic Western heritage, and everyday performance. Unlike many fashion-focused denim labels, Wrangler emphasises practical design and garments built for work, outdoor activities, ranch life, and daily wear. The company also highlights responsible manufacturing and environmental stewardship within its corporate initiatives.6

Wrangler is best known for a range of iconic products, including:

• Cowboy Cut® Jeans
• 13MWZ Original Cowboy Cut Jeans
• Denim jackets
• Western shirts
• Workwear collections
• Stretch denim
• Outdoor apparel
• RIGGS WORKWEAR®
• Wrangler Retro® Collection7

Design Features

Wrangler jeans gained renown for several functional innovations tailored to equestrian and work needs:

• Flat rivets that do not scratch saddles
• Seven belt loops instead of the traditional five
• Reinforced stitching for enhanced durability
• Comfortable felled seams
• Deep watch pockets
• Broken twill denim, developed to reduce leg twisting after washing8

Wrangler has long been associated with professional rodeo, ranching, cowboy culture, country music, auto racing, and outdoor lifestyles. The brand has partnered with numerous rodeo organisations and sponsored prominent figures such as NASCAR driver Dale Earnhardt. Country artists, including George Strait and Jason Aldean, have also collaborated with or represented the brand.9

In recent years, Wrangler has increased its focus on sustainability through various efforts, including:

• Reducing water use in denim production
• Using responsibly sourced cotton
• Improving supply chain transparency
• Promoting durable products designed to last longer
• Expanding responsible manufacturing practices10

Wrangler products are sold across North America, Europe, Asia, Australia, Latin America, and Africa. The company operates through retail stores, department stores, online marketplaces, and its official e-commerce platforms, making it one of the most internationally recognised denim brands.11

For more than a century, Wrangler has evolved from a small workwear manufacturer into a global denim icon. Whilst fashion trends have shifted, the brand has remained closely tied to its heritage of producing dependable clothing for workers, ranchers, riders, and outdoor enthusiasts. Its blend of Western tradition, functional design, and everyday durability continues to make Wrangler one of the most respected names in the denim industry.12

1. Wrangler (brand)
2. Our History
3. Our-company
4. About-us
5. BRAND HISTORY pc | 〖公式〗Wrangler（ラングラー）ブランドサイト
6. Wrangler75周年 TOP | 〖公式〗Wrangler（ラングラー）ブランドサイト
7. 〖公式〗Wrangler（ラングラー）ブランドサイト
8. HISTORY
9. About us – Wrangler Jeans
10. Thomas Cook Boots & Clothing Co. | About Us – Wrangler
11. Wrangler® | Official Site | Jeans and Apparel Since 1947
12. Wrangler® | Official Site | Jeans and Apparel Since 1947