Wrangler jeans is one of the most recognisable names in denim jeans, jackets and casualwear.
Wrangler Jeans were first made by the Blue Bell Overall Company. They employed Bernard Lichtenstein, a Polish tailor, who worked with cowboys, to help design jeans suitable for rodeo use and several well-known rodeo riders were convinced to endorse the clothes. The story goes that the Blue Bell workers took part in a contest to give the jeans a brand name. The winning name was Wrangler, synonymous with the name for a working cowboy. The Wrangler Jeans had several innovations: Strengthened seams, rear pockets positioned for comfort in the saddle, ‘no scratch’ rivet pocket reinforcement, a zipper fly, and use of a strong tack in the crotch instead of a metal rivet- that last one seems obvious!
Future designs included creating jackets and shirts to suit the needs of working cowboys – to address performance, durability and comfort.
The functional design still plays a big part in Wrangler clothing designs today, which now also include t-shirts, shoes and accessories, however they now are also stylish and modern to appeal to a wide variety of people – not just cowboys!
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