Wrangler store

Store Wrangler

One of the three cornerstone and bestselling American denim brands alongside Lee and Levi's

Review of Wrangler

Product range: men's and women's jeans that in classic styles. There's no shortage of variety in styles all available in up to 10 colours. Apart from the iconic jeans, on offer are other denim items including shirts, jackets, and dresses, as well as a range of knitwear and cotton sweatshirts, jackets, cardigans, and T-shirts. The assortment, excluding jeans proper, is rather limited and quite typical of a denimwear specialist.

Originality: In 1964, the company patented the broken twill selvedge technology: a special zig-zag-like alternating weave pattern that gives the denim fabric a soft hand, makes it resistant to tearing and ripping, and eliminates the leg twist effect at the same time.
Another denim treatment technology pioneered by Wrangler is Sanforized fabric that makes jeans 'rigid', i.e. reduces their residual shrinkage to less than 1% over the first several home launderings. Wrangler were also the first brand to introduce women's jeans with the front zipper fly.

Relevance: negligible. The bulk of Wrangler pieces are unassuming straight, slim, and flared jeans with details kept to a bare minimum. Colour block patched and embroidered jeans occasionally also make it to Wrangler's collections. But even boyfriend jeans are somewhat of an oddity for Wrangler, not to mention culotte jeans and mom jeans unimaginable there. The rest of the prodcut range is basics: solid colour cardigans, sweatshirts, loose fitting tees. That said, one has to admit that Wrangler's advertising campaigns tend to look way more sexy than the advertised items themselves.

Pricing policy: On average, a pair of jeans costs $90.

Corporate history highlights: Just like Lee, also a part of VF Corporation, Wrangler are a brand that has a long history behind it. The company was founded in 1904 by C. C. Hudson, a former workwear factory worker. The original company name was Hudson Overall Co., that was later changed to Blue Bell Overall Company in 1919, only to be changed again in 1943 to Wrangler after the acquisition of work clothing manufacturer Casey Jones Company that owned but rarely used its Wrangler brand. It was then that the company changed its focus from jeans workwear to jeans for cowboys and rodeo use. Wrangler started offering jeans with no rear pocket rivets to avoid scratching one's saddle, with felled outseams and inseams, and with tacked crotch and a zipper fly front closure. The company then became involved in supporting country music festivals (to the point of adding to its product range a line of country music accessories) and supplying westernwear for cowboys and rodeo cowboys that was officially endorsed by professional rodeo associations. This is how Wrangler cemented their reputation as an iconic made-for-cowboys-by-cowboys denim brand.


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