About Cowboys & Wranglers

The American denim brand Wrangler is synonymous with cowboy style. Before Blue Bell denim, the company that would later become Wrangler, introduced its cowboy-cut jeans in 1947 most professional cowboys wore Levis. But soon after Blue Bell put Wranglers into production, the jeans became the standard uniform for cowboys. In 2007 the New York Times reported the company held 95 percent of the cowboy market.

Creation

Wrangler's cowboy cut jeans, labeled 13MWZ for "men's Western zipper," were originally designed by Ben Lichtenstein, a tailor from Philadelphia nick-named "Rodeo Ben."

Lichtenstein designed the jeans as a boot cut wide enough to fit over the boots cowboys wear when they ride. Wranglers also have flat rivets to protect saddles and large belt loops to fit cowboy-sized buckles.

Early promotion

Blue Bell denim promoted Wranglers through sponsorships with famous rodeo stars such as Jim Shoulders, Bill Linderman and Freckles Brown. The company also gave rodeo cowboys free pairs to test out, which helped expose the brand to the rodeo audience and strengthen consumers' association with cowboys and the Wrangler brand.

Branding

In 1974 Wranglers became the official clothing of the American Professional Rodeo Cowboys Association and to this day the company is one of the association's largest sponsors.

Wrangler has also partnered with the National Cowboy Museum and each year the museum hands out gold statue awards, each called "The Wrangler," to the creators of Western literature, music, film and television.

Expansion

In the 1962 Blue Bell denim expanded into the European market, opening a plant in Belgium. Wrangler is now sold in Asia in addition to its sales in Europe and North America.

The company now offers more than 120 styles and also produces a sportswear collection aimed at hunters, called "ProGear."

Youth Culture

As denim became a popular fabric for casual clothing, Wranglers became not just a symbol of cowboy culture, but also one of youth culture.

When Newsweek coined the term "teenager" in a 1963 article on the explosion of American youth culture, it featured a young woman on its cover wearing a pair of Wranglers.

Fashion

Though its advertising still focuses on its historic Western roots, Wrangler has also made a move into the world of high fashion. American designer Marc Jacobs, who also designs for Louis Vuitton, collaborated with the brand on a collection of high end denim as part of his namesake spring 2007 collection.

The company has also introduced Wrangler47, a premium brand aimed at women that is sold at Barneys New York.

Contemporary Advertising

Wrangler's most recent advertising tagline is "We are animals," which the brand debuted in 2008. Though not directly linked to the label's cowboy heritage, the series of campaigns urged consumers to return to "animal" instincts in rebellion to technology driven urban life.

Though the company has altered its brand image to appeal to new and younger markets, the cowboy-cut jean is still worn in rodeos all across America and still accounts for 25 percent of the label's annual sales, according the the New York Times.

References

• 10Ad: Wrangler We Are Animals Advertising Campaign
• "New York Times": Branded
• Wrangler: Timeline