Wrangler's Slogans & Taglines

Wrangler traces its origins to 1904, when C.C. Hudson and his brother Homer founded the Hudson Overall Company in Greensboro, North Carolina. In 1943, parent company Blue Bell acquired the Casey Jones Company and secured the Wrangler brand name. The pivotal moment came in 1947, when celebrity tailor Rodeo Ben designed the first authentic Wrangler western jeans—the 13MWZ—specifically for rodeo cowboys, featuring flat rivets and a higher back rise for saddle comfort. Endorsed by rodeo legends Jim Shoulders and Freckles Brown, the brand became the first and only westernwear officially endorsed by the Pro Rodeo Cowboy Association in 1974. Its slogans evolved from the heritage-driven "There's a bit of the West in all of us" to the product-focused "Real. Comfortable. Jeans." and the adventurous "For the ride of Life." The portfolio spans denim jeans, western shirts, jackets, and workwear. After merging with VF Corporation in 1986, Wrangler became part of Kontoor Brands in 2018, solidifying its status as a global icon of American denim and cowboy authenticity.