The “W” stitched on the back pocket of a pair of high rise blue jeans with the leather patch are iconic symbols of American culture and heritage and the western lifestyle, ever since Wrangler was started in 1947. While the target marketing audience of rural hard working individuals remains the same, fast forward to 2016 and the Wrangler brand can be seen globally and in urban settings. Wrangler now provides incredibly versatile items, making it possible to style the same article of clothing for a night out in the city and for an evening at the rodeo. A denim Wrangler shirt can be worn for competition or with a sequin maxi and concho belt to go out with friends. Wrangler Patch Jeans are not only comfortable to ride in, but topped with a concert T-shirt and squash blossom necklace they become the perfect staple for an evening in the city.
We asked the Wrangler merchandise manager Korie Lovette how Wrangler has evolved and she responded, “Western trends being in the mainstream market has given us the greenlight to get out of our comfort zone. Wrangler’s not just boot cut jeans and pearl snap shirts.” Expect to see trendier more fashion forward styles mixed with western flare, as the Wrangler company grows. Lovette told us that we will be seeing more fringe, suede, leather, and sequins in upcoming lines, which have increased in popularity beyond the West and into mainstream fashion.
Wrangler can be recognized for expanding the influence of the western lifestyle outside of the United States and across the world. “Australia has a pretty big wrangler following and we have a European division out of Belgium. Also, South America has a good fan base. We are a global brand. We’re the only “W” and patch there is”, Lovette spilled.
Stay tuned as Wrangler will also be collaborating with outside designers in the industry for more one of a kind fashion. Lovette concluded that, “We’re still a cowboy brand…but we’re not your granddaddy’s jeans anymore!”