Home / Wrangler

The Wrangler brand can trace its roots to the Hudson Overalls Company of Greensboro, North Carolina, which was founded in 1904 and changed its name to Blue Bell in 1908. 

For many years, Hudson/Blue Bell produced work clothes, but after World War II the company decided to compete with Levi’s in the denim market.  In 1943, Blue Bell purchased the Casey Jones Company and its brand Wrangler. 

The Wrangler brand was later developed when rodeo tailor Ben Lichtenstein, or “Rodeo Ben,” was hired to develop a line of jeans under the Wrangler label.  Wrangler was so successful that the brand extended its lines to other denim clothing for men, women and children.  The denim for classic Cowboy Cut Wrangler jeans is still produced in the United States at Mount Vernon Mills in Trion, Georgia and all Wrangler products are guaranteed by a one-year warranty.

Wrangler jeans have long been the preferred jeans of ranchers and rodeo cowboys and have an all-American Western image.  Wrangler has been a longtime official sponsor of the Professional Rodeo Cowboys Association of America, NASCAR, the Professional Bull Riders Association, the National High School and Intercollegiate Rodeo Associations, and the American Quarter Horse Association.  Wranglers are also the official jeans of the Academy of Country Music and have been endorsed for many years in advertisements by NFL quarterback Brent Favre.

Although Wrangler has enjoyed mass market success in the United States since its beginning, the brand also garners a great deal of popularity outside the U.S., perhaps because of its associations with the West, the rugged outdoors and cowboys.