Wrangler

What Wrangler does

Wrangler is an American denim and Western lifestyle apparel brand founded in 1947, wholly owned by Kontoor Brands, Inc. (NYSE: KTB) and headquartered in Greensboro, North Carolina. Its product portfolio spans heritage denim (Cowboy Cut®, Toughlite™), premium denim (Five Star, 20X, BESPOKE, Selvedge, Retro), performance outdoor apparel (All Terrain Gear / ATG), and workwear (RIGGS Workwear® with flame-resistant variants). The brand extends into non-apparel categories through multi-year licensing deals — FGX International (EssilorLuxottica) for eyewear at $20–$35, CAPX for headwear across 45+ cap shapes, and Genesco for footwear launching Fall 2026 — without owning manufacturing in those categories.

The go-to-market combines owned DTC e-commerce across 13+ country storefronts (US, Canada, UK, France, Germany, Italy, Spain, etc.), branded Wrangler retail stores, and broad wholesale through Western specialty retailers (Boot Barn, Cavender's, Lammle's), mass merchants, and department stores. International reach is supported by regional operators such as Ace Turtle in India, which is shifting Wrangler toward premium positioning with plans for local production yielding 600-700 bps of margin uplift. Marketing is anchored in country-music and rodeo event sponsorships (CMA Fest, Braves Country Fest, Under The Big Sky, Bulls Bands and Barrels, PBR Canada, Hondo Rodeo Fest, Desert Rodeo) and recurring co-branded capsule drops with artists (Lainey Wilson, Cody Johnson, George Strait, Chase Rice), food/beverage brands (Coors Banquet, Whataburger), and other apparel/accessory partners (Avirex, Dr. Scholl's, Chaco, Cherry, Mack Trucks, Netflix Stranger Things).

Wrangler generated $1.81 billion in brand revenue in fiscal 2024 (3% YoY growth), with Q4 2024 up 9% and Q1 2026 Wrangler-only revenue up 45% YoY to $613M following the Lee brand's classification as discontinued operations. Revenue is diversified across apparel and accessories sales, wholesale, licensing royalties, and limited-edition capsule collections. Kontoor Brands has projected Wrangler could become a $5 billion brand by the 2030s, supported by the parent's May 2025 acquisition of Helly Hansen for $900M and the May 2026 strategic refocus announced alongside the planned Lee divestiture.

Name

Wrangler

Legal name

Kontoor Brands, Inc.

Website

https://wrangler.com

Company type

Public

Founded year

1947

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Wrangler, founded in 1947 and owned by Kontoor Brands (NYSE: KTB), is an iconic American denim and Western lifestyle apparel brand generating $1.81B in fiscal 2024 revenue. It sells heritage denim, workwear, outdoor apparel, and lifestyle products across 13+ countries via DTC, wholesale, and licensing.

Ownership category

akta.pro rank

Product category

Western Denim Apparel

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Shoe Retailers (458210), Sporting Goods Retailers (45911)

SIC

Retail-Family Clothing Stores (5651), Retail-Shoe Stores (5661)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industry

Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI)

Keywords

• Western denim apparel
• Cowboy cut jeans
• Western lifestyle wear
• Workwear clothing
• Denim brand

Headquarters

HQ city

Greensboro

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct-to-Consumer Apparel and Accessories Sales: One-time retail sales of branded apparel, denim, footwear, accessories, and home goods through wrangler.com (multi-country) and Wrangler-owned retail stores. Wrangler brand revenue grew 3% to $1.81 billion in fiscal 2024, with Q4 2024 up 9%, per Kontoor Brands commentary.
2. Wholesale to Retailers: Sales of Wrangler-branded products through Western specialty stores (Boot Barn, Cavender's, Lammle's), department stores, mass merchants, and international operators (e.g., Ace Turtle in India). Wrangler projected to become a $5 billion brand by the 2030s on the strength of wholesale plus DTC.
3. Licensing Royalties: Multi-year licensing royalties from category partners who design, manufacture, and distribute Wrangler-branded goods outside core apparel: FGX International / EssilorLuxottica (eyewear, $20-$35 price band), CAPX (headwear, 45+ cap shapes), and Genesco (footwear, first collection Fall 2026).
4. Limited-Edition Co-Branded Collections: Revenue from high-profile, time-bounded co-branded apparel and accessories drops (e.g., 23-piece Coors Banquet "Beer Chords" collection with 250 limited-edition jeans, Avirex 7-piece capsule at $129.99-$1,699.99, Dr. Scholl's x Wrangler capsule, Mack Trucks denim trucker jackets) that drive traffic, earned media, and full-price sales.

Pricing tiers

Go-to-market motion5 records

Distribution channels8 records

Marketing channels10 records

Core offering

Wrangler designs, manufactures (through sourcing partners), and sells branded Western-style denim jeans, workwear, Western shirts, jackets, shorts, outerwear, accessories, home goods, fragrance, and footwear under the Wrangler® trademark and sub-brands (Cowboy Cut®, Five Star, Retro®, BESPOKE, 20X, RIGGS Workwear®, All Terrain Gear). The brand extends into non-apparel categories through licensing (eyewear, headwear) and limited-edition co-branded capsule collections with artists and lifestyle brands, distributed via owned e-commerce, branded retail stores, wholesale partners, and international operators.

Product overview

Wrangler, owned by Kontoor Brands, operates a single e-commerce platform at wrangler.com that combines a unified online storefront with a constellation of distinct sub-brand collections, product categories, and licensed/collaboration capsules. The platform anchors on its flagship denim category — Cowboy Cut, Wrangler Retro®, Five Star Premium Denim, BESPOKE Jeans, 20X, and Selvedge — and extends across men's, women's, and kids' apparel. Category pillars include Western wear (with artist tie-ins such as George Strait, Cody Johnson, and Lainey Wilson x Wrangler), Workwear (RIGGS Workwear® and FR flame-resistant apparel), Outdoor (All Terrain Gear / ATG by Wrangler), and Home Goods (bedding, luggage, pet accessories). The catalog is further broadened by recurring collaboration capsules with Coors Banquet ('Beer Chords' and Western lines), Dr. Scholl's, Chaco, Avirex, Mack Trucks, Cherry, Whataburger, Stranger Things, and the 250 Years of America patriotic capsule, plus licensed expansions into Eyewear (with FGX International / EssilorLuxottica), Headwear (with CAPX), and Footwear (with Genesco launching Fall 2026). Wrangler Rewards ties the experience together as a points-based loyalty layer integrated across wrangler.com and lee.com.

Differentiator

Problem solved

Functional benefit

Brands

• Wrangler Cowboy Cut: Iconic heritage Western jean line and core sub-brand of Wrangler (13MWZ and related fits).
• Wrangler Retro
• Wrangler RIGGS Workwear
• Wrangler BESPOKE
• Wrangler Five Star Premium Denim
• Wrangler 20X
• Wrangler All Terrain Gear
• Checotah
• Brushpopper

Products and services

• Wrangler Cowboy Cut Wrangler's heritage Western jean line spanning the iconic 13MWZ and Toughlite™ variants in Original, Slim, Bootcut, and additional fits and washes. Marketed to men as Wrangler's signature Western jean for everyday wear, rodeo, and Western lifestyle.
• Wrangler Five Star Premium Denim Premium men's denim collection sold via bundle promotions ('Buy More, Save on Five Star Jeans'). Featured as a men's jean sub-line positioned above Wrangler's core offering.
• Wrangler Retro® Vintage-inspired denim collection featuring the Bailey flare and other retro styles for men and women, often tied to celebrity collaborations such as the Lainey Wilson x Wrangler line.
• Wrangler® BESPOKE Jeans Women's premium denim collection featuring tailored fits such as the Wide Leg Crop Jean in the 'Leanna' wash. Marketed as bespoke, made-for-her denim.
• Wrangler 20X Jeans Men's competition and rodeo-style denim collection featured within Wrangler's Western category.
• Wrangler Selvedge Denim Premium men's selvedge denim collection.
• Wrangler RIGGS Workwear® Dedicated workwear sub-brand offering men's and women's work jeans, pants, shirts, shorts, and FR (flame-resistant) apparel for trades, ranch, and industrial use.
• All Terrain Gear by Wrangler (ATG) Outdoor performance apparel line under Wrangler featuring performance pants, shirts, and shorts with UPF 40+/50+, Quick Dry, lightweight, and durable fabric technologies, marketed as 'Engineered to move with you.'
• Wrangler x Coors Banquet Collaboration Collection Multi-year collaborative apparel collection with Coors Banquet featuring Western and festival-themed denim, shirts, vests, jackets, and co-branded caps. Notable for the 'Beer Chords' jeans printed with beer-infused ink. Priced $24.99–$124.99.
• Lainey Wilson x Wrangler Celebrity collaboration with country artist Lainey Wilson spanning Western and women's apparel, tied to Wrangler Retro® jeans.
• Chaco x Wrangler Permanent cobranded collection with Chaco featuring outdoor sandals and matching apparel tied to the All Terrain Gear line, extending Wrangler's outdoor footprint.
• Dr. Scholl's x Wrangler Collaboration with Dr. Scholl's Shoes (Caleres) featuring Western and Americana-inspired footwear plus a denim jacket, priced $80–$200.
• Wrangler x Avirex Limited-Edition Collection Seven-piece premium capsule merging Western denim with aviation-inspired streetwear leather (jackets, denim, hoodies, joggers, tees), priced $129.99–$1,699.99.
• Wrangler x Mack Trucks Denim Trucker Jacket Limited-edition dual-branded denim trucker jacket collaboration with Mack Trucks (Volvo Group), Wrangler's first-ever partnership with Mack, debuted at ConExpo-Con/Agg 2026 and sold via Mack Shop.
• Wrangler x Whataburger Collection 33-piece apparel and accessories collection with Texas-based Whataburger featuring orange-and-white striped items, priced $34.99–$89.99, launched ahead of rodeo season.
• Wrangler 'Stranger Things' Collection 1980s-inspired clothing collection themed around the Netflix series 'Stranger Things,' leveraging nostalgia marketing.
• Wrangler x Cherry Collection Limited-edition apparel and accessories collaboration between Wrangler and Cherry, celebrating two heritage brands under the banner 'Wrangler and Cherry - When Heritage Found Its Horsepower.'
• Wrangler Eyewear Wrangler-branded eyewear line licensed to FGX International (EssilorLuxottica) including polarized sunglasses and reading glasses with Western-styled designs and recycled plastic frames, priced $20–$35.
• Wrangler Headwear Line Multi-year licensed headwear line with CAPX featuring 45+ cap shapes with signature Wrangler 'W' stitching, copper hardware, and leather patches.
• Wrangler Footwear Wrangler footwear line licensed to Genesco, with the first collection launching Fall 2026, expanding the brand's presence in the footwear category.

Quantifiable outcome

• Wrangler brand revenue grew 3% to $1.81 billion in fiscal 2024, with Q4 2024 revenue up 9%
• +4 more outcomes

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature6 records

Partnerships

20 partnerships are on record, tiered major, moderate, flagship and minor.

• FGX International (EssilorLuxottica / Foster Grant)majorOEM/ Whitelabel/ Licensing Partner · 1 May 2026Licensing partnership to design, manufacture, and distribute Wrangler-branded eyewear including sunglasses and reading glasses. Collection features polarized lenses, scratch-resistant materials, Western-styled frames, and recycled plastic frames, priced $20-$35. Select styles already available across North America and Latin America with broader global distribution planned through 2026. Allows Wrangler to expand into eyewear as a natural brand extension while leveraging FGX's non-prescription eyewear expertise.
• Hondo Rodeo Fest (New Orleans)moderateGTM or Marketing Partner · 10 April 2026Wrangler is a sponsor of the inaugural Hondo Rodeo Fest running April 10-12, 2026 in New Orleans, alongside Coors, featuring bull riding, barrel racing, team roping, and concerts.
• Dr. Scholl's Shoes (Caleres)majorStrategic or Co-development Partner · 24 March 2026Limited-edition Western/Americana-inspired capsule featuring footwear and apparel including a denim jacket, priced $80 to $200, available online from March 24, 2026. Collaboration extends the Wrangler brand into the Western footwear trend.
• AvirexmajorStrategic or Co-development Partner · 4 March 2026Limited-edition collaborative fashion collection of 7 premium pieces that merge Wrangler's Western heritage denim with Avirex's aviation-inspired streetwear leather. Priced $129.99 to $1,699.99, available on wrangler.com and avirex.com from March 4, 2026. Positions Wrangler in premium fashion spaces with Avirex's leather craftsmanship and 1970s military / 1980s-90s hip-hop cultural roots.
• Mack Trucks (Volvo Group)majorStrategic or Co-development Partner · 1 February 2026Wrangler's first-ever collaboration with Mack Trucks, debuting at ConExpo-Con/Agg 2026 in Las Vegas (March 3-7). Includes dual-branded denim trucker jackets with custom-fitted denim jackets for the iconic Mack Bulldog hood ornaments on five display trucks, plus unisex jackets sold at the Mack Shop booth and later online at mackshop.com. Partnership celebrates two American heritage brands built on durability.
• Cherry (Automotive/Apparel Brand)moderateStrategic or Co-development Partner · 17 December 2025Limited-edition apparel and accessories collection under the banner "Wrangler and Cherry - When Heritage Found Its Horsepower," celebrating two heritage brands.
• Netflix (Stranger Things)moderateGTM or Marketing Partner · 13 November 2025Wrangler released a clothing collection inspired by the 1980s and themed around the Netflix series Stranger Things as a nostalgia-driven brand collaboration.
• CAPX (Headwear Innovation Lab)majorOEM/ Whitelabel/ Licensing Partner · 1 October 2025Multi-year licensing agreement to launch a new line of headwear under the Wrangler brand. CAPX will develop over 45 cap shapes featuring iconic Wrangler design elements including 'W' stitching, copper hardware, and leather patches. The first collection debuted in October 2025 as part of Wrangler's continued expansion beyond denim into cross-category lifestyle products.
• Coors Banquet (Molson Coors Beverage Company)flagshipGTM or Marketing Partner · 1 August 2025Recurring multi-collection Western apparel collaboration now in its third installment. First co-collection launched August 21, 2025 with 20+ pieces and a watercolor-beer ad campaign tied to a Dallas/Nashville/Denver "Legends of the West Tour" pop-up. Second collection launched May 28, 2026 (23 pieces, $24.99-$124.99), built on the Fall 2024 debut. Third collection featured 250 limited-edition "Beer Chords" jeans printed with Coors Banquet beer-infused ink and unreleased Chase Rice single "Connie Lou," supported by a "Start Your Legacy" 360 campaign and a cover contest for an emerging artist.
• GenescomajorOEM/ Whitelabel/ Licensing Partner · 1 July 2025Multi-year licensing agreement for Wrangler to design and market footwear. The first collection launched in Fall 2026, building on previous footwear collaborations that have since ended and expanding Wrangler's brand presence into a new category.
• Desert Rodeo (Thermal, CA)moderateGTM or Marketing Partner · 25 April 2025Wrangler is among the Western brand sponsors (alongside Boot Barn and Stetson) of the PRCA-sanctioned Desert Rodeo event at Desert International Horse Park, coinciding with the Stagecoach Festival in the Coachella Valley. Includes pop-up retail activations and daily fundraising for the California Fire Foundation and Los Angeles County Fire Department.
• WhataburgermajorGTM or Marketing Partner · 27 February 202533-piece apparel and accessories collection launched ahead of rodeo season featuring orange-and-white striped items echoing Whataburger's franchise design, priced $34.99 to $89.99. Targets fashion and food enthusiasts, aligned with Wrangler's high-profile brand partnership strategy; collaborations credited as a growth driver for Wrangler's FY2024 revenue.
• ChacomoderateStrategic or Co-development PartnerChaco x Wrangler is a permanent cobranded collection on wrangler.com, including outdoor sandals and apparel, extending Wrangler's outdoor footprint (e.g., Chaco x Wrangler subcategory within Outdoor and 13 Chaco x Wrangler items in the New Arrivals page).
• Lammle's Western WearmoderateChannel Partner/ Reseller/ DistributorLammle's was named the Official Western Wear Retail Partner of the PBR Canada elite Cup Series, presented by Wrangler, for the 2022 and 2023 seasons. Lammle's co-sponsors PBR Canada's bullfighters alongside Wrangler and receives in-event signage, video inclusion, giveaways, and social media presence.
• Ace Turtle (India operator)majorChannel Partner/ Reseller/ DistributorAce Turtle is the Indian operator of Wrangler (alongside Lee and G-Star Raw), shifting strategy away from value denim toward premium positioning with ~25% revenue growth targeted this fiscal year and EBITDA positivity expected in the September quarter. Plans to shift Wrangler production to India for a 600-700 basis point margin uplift.
• Country Music Festival Circuit (CMA Fest, Braves Country Fest, Under The Big Sky, Bulls Bands and Barrels)flagshipGTM or Marketing PartnerMajor slate of U.S. country music festival sponsorships and consumer activations for summer 2026 marking Wrangler's 75-year heritage and country music roots. Includes immersive fan experiences such as artist meet-and-greets, brand activations like the Wrangler Ranch, and merchandise giveaways. Bulls Bands and Barrels is a 7-stop tour.
• Professional Bull Riders (PBR)majorGTM or Marketing PartnerPBR's expansion into nontraditional markets (e.g., first rodeo at Brooklyn's Barclays Center in August 2024) is tied to the surging popularity of Western culture, with Wrangler as a presenting sponsor of the PBR Canada Cup Series and a co-marketer of bullfighter sponsorships with Lammle's Western Wear. PBR reported a 23% ticket-sales increase from 2022 to 2023 with over 1 million attendees.
• Archivo Moda (Argentine startup)minorChannel Partner/ Reseller/ DistributorArchivo Moda is a 100% digital outlet platform in Argentina selling premium-brand overstock (including Wrangler and Lee) at 50-80% discounts via 48-72 hour flash sales accessible through subscription. First launch attracted 500+ clients in 48 hours with over 10,000 on its waitlist; plans monthly drops adding brands including Cheeky, Awada, and Como Quieres.
• Kontoor Brands (Parent Company, NYSE: KTB)flagshipOthersWrangler is a brand of Kontoor Brands, Inc., which also owns Lee (announced for divestiture in 2026) and Helly Hansen (acquired for $900M in May 2025). Kontoor is headquartered at 400 North Elm St, Greensboro, NC 27401, with Kontoor Brand's family of brands driving shared corporate scale, sourcing, and distribution.
• Chase Rice (Country Artist)majorGTM or Marketing PartnerFeatured artist on the Coors Banquet x Wrangler third collaboration "Beer Chords" limited-edition jeans, which printed chords from his unreleased single "Connie Lou" using Coors Banquet beer-infused ink. The collaboration served as the world premiere of Rice's song before its official release on May 29, supported by a 360 "Start Your Legacy" campaign including a cover contest to perform live with Rice.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Levi Strauss & Co. Levi's is the most directly comparable American heritage denim brand and is explicitly named alongside Wrangler in the U.S. denim and Western wear market reports. Both compete across men's/women's denim, Western fits, and lifestyle extensions.
• Ariat International: Ariat is the leading performance Western and equestrian apparel/footwear brand and is named alongside Wrangler as a top Western wear market player. It directly competes in Western jeans, shirts, and boots targeting the same rodeo/ranching consumer.
• Lee: Lee is Wrangler's sister brand under Kontoor Brands (currently being divested), historically the closest peer in U.S. heritage denim with overlapping wholesale channels and customer base.
• Carhartt: Carhartt is a leading American workwear brand with comparable heritage (founded 1889), overlapping trades/FR customer base, and similar rugged-Western positioning that competes head-to-head with Wrangler RIGGS Workwear.
• Dickies: Dickies competes directly with Wrangler RIGGS Workwear in workwear jeans, pants, and shirts targeting trades and industrial buyers at comparable value price points.
• True Religion: True Religion is a premium denim competitor overlapping with Wrangler's BESPOKE, Five Star, and 20X lines in the women's and men's premium denim segments.

Emerging players

• Boot Barn: Boot Barn is the largest U.S. Western specialty retailer and a Wrangler wholesale customer, but is also an emerging brand-extension competitor (private-label lines) that increasingly competes on shelf alongside Wrangler.

Broad incumbents

• Ralph Lauren (Denim & Western Supply Co.): Ralph Lauren is named alongside Wrangler as a Western wear market leader and competes in premium Western and Americana apparel (Double RL, RRL) at higher price points.
• Patagonia: Patagonia is a broad incumbent in outdoor performance apparel and competes with Wrangler's All Terrain Gear line for outdoor consumers seeking UPF, quick-dry, and durability features.

Others

• Helly Hansen: Helly Hansen is now Wrangler's sister brand under Kontoor Brands (acquired May 2025 for $900M) and overlaps with Wrangler's All Terrain Gear (ATG) outdoor line in outdoor performance apparel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wranglerwestern
• Facebookfacebook.com/wranglerwestern
• LinkedInlinkedin.com/company/wrangler-apparel-co

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wrangler