No one does Western like Wrangler®. That’s why everyone from the toughest rodeo athlete to the biggest country music star is tapping into the rise of western wear in the fashion industry. From Garth Brooks sporting Wrangler denim at the Presidential Inauguration, to Florida Georgia Line showing off their jeans at this year’s Country Music Awards, western fashion is still going strong – and mainstream. The fashion industry has seen a recent resurgence in western style, with flare jeans and snap-front shirts selling off the racks quicker than ever before.

Since 1947, Wrangler has worked to stay ahead of the trends in western lifestyle, and its history has run parallel with the rise of western wear in the fashion industry. Read on for five ways that Wrangler has driven western style forward, embracing the latest trends and most popular styles.

Keeping it Retro

Retro style has come back with a vengeance in recent years. From flare jeans to bell sleeve dresses, Wrangler has continued to identify retro trends with staying power and put a fresh spin on retro style. Items in the Wrangler Retro® Collection, like the women’s High Rise Trouser Jean, provide the perfect retro twist on closet staples. For the men, the Slim Fit Bootcut Jean and Long Sleeve Button Down Solid Shirt are wardrobe essentials that have withstood the trend test of time.

Photo courtesy of Wrangler

Cool Collaborations

The Wrangler brand has been nothing if not strategic over the years. Engaging in authentic partnerships has ensured the brand remains relevant and in tune with its target audience, while expanding to new, younger denim lovers as well. Recently, Wrangler has embraced the popularity of beach-centered surf apparel, collaborating with Billabong on the brand new Billabong x Wrangler Collection, leaning on the brands’ shared history as the first Billabong boardshort was modeled after the fit of Wrangler jeans. The brand has also piggybacked off some of today’s biggest pop culture hits, releasing collaborations with hit TV shows Rick and Morty and Stranger Things in 2020 after having been included in both shows organically.

Photo courtesy of Wrangler

Chic and Practical Rodeo Fashion

This isn’t Wrangler’s first rodeo. True to its roots, the brand has become the epitome of rodeo fashion throughout the years. Outfitting some of today’s biggest rodeo legends like the Wright Brothers and Sage Kimzey, Wrangler has continued to churn out staples for competition like the men’s 20X® Competition Jean and the women’s Ultimate Riding Jean, along with casual western lifestyle pieces like the men’s and women’s Cowboy Cut® or Wrancher® Dress Pant for a night out, ensuring that both athletes and attendees are covered.

The Rise of Athleisure

In addition to producing western staples, Wrangler has also recognized the increasing popularity of athleisure and activewear, especially in the midst of the COVID-19 pandemic. The recent launch of the All Terrain Gear by Wrangler™ Collection cemented Wrangler’s presence in the outdoor space. The brand now offers practical Cargo Leggings and Trail Shorts for women, among other comfortable styles. The men’s collection consists of breathable styles like Utility Pants and Mix Material shirts. The ATG line features moisture-wicking fabrics, meant to keep you dry and comfortable in all conditions.

Photo courtesy of Wrangler

Sticking to Your Roots

Although Wrangler has continued to explore the biggest and boldest fashion trends over the past few decades, the brand has ensured it stays true to its western customer while expanding to reach new audiences. The brand has remained a powerhouse when it comes to iconic western fashion, proving that western classics like denim button-downs, bootcut jeans, and chambray shirts truly never go out of style.

Always ensuring to lead the market with upcoming trends in western fashion, Wrangler has continued to stay ahead of the game when it comes to innovative and unique designs. As the king of western fashion, Wrangler remains a favorite among denim-lovers, and we can’t wait to see what they do next. To learn more, visit www.wrangler.com.