Wrangler is a jeanswear legend. The story starts in the early 20th Century with denim workwear manufacturer, Hudson Overall Company. The brand was founded in Greensboro, North Carolina in 1904, Hudson’s became Blue Bell in 1917, and brought the Wrangler brand to life in the 1940s.
Unlike other original American icons, the recipe for making Wrangler’s famous denim is not hidden away in a North Carolina vault. The formula can be found on the jeans themselves… dating from 1947’s 13MWZ to the latest contemporary cut. It comes down to this: seven unique details!
1. Flat rivets
Won’t scratch your saddle
Using rivets to secure denim jeans at key points of strain helps to keep them in one piece. But the method has always caused trouble, scratching furniture, car seats and motorbike saddles. Wrangler’s smooth flat copper rivets “won’t scratch” – just as early adverts promised. They give jeans a refined aspect: more comfortable for you and whatever you rub up against.
2. Watch pocket
Keeps your coins trapped
In its earliest days, Wrangler commissioned expert tailor Ben Lichtenstein to create a range of shirts, jeans and jackets. One of “Rodeo Ben’s” initiatives was the deeper watch pocket with its curved, ergonomic shape. The pocket’s high opening along the waistband is sealed naturally by a belt. So anything you keep in there – key, coins, gum – is securely shut away.
3. Felled seams
For a more comfortable ride
Folded ridges of fabric at the seams are characteristic of jeanswear, but Wrangler makes this feature functional. By creating a downward-facing lip in the yoke above high back pockets, your wallet is held firmly inside – vital if your free-time leans to the extreme. Fully felled outseams are a signature of most Wrangler jeans. Because the seam sits flat against your inside leg, they’re more comfortable when riding. You’ll appreciate this next time you straddle your modern-day horse: a motorcycle.
4. Belt loops
Hold jeans to the waist
The 11 MW, the first Wrangler jeans, debuted in 1947 with seven belt loops. If you’ve ever worn jeans with five loops, you’ll know that the waist band slips free. Six improves things a little. But thread a Wrangler premium grade leather belt through seven belt loops and those jeans are locked to your body.
5. “W” stitching
Back pockets reinforced
Introduced in 1947, the “W” stitch is cattle-branding for jeans. Wrangler’s carry two “W’s”, embroidered onto each back pocket: initials that read “Western Wear”. Back pockets also have a tone-on-tone horizontal stitch for a second layer of fabric, reinforcing pockets from the inside. Wrangler jeans: strength throughout.
6. The patch
A unique symbol of quality
The right back pocket of Wrangler jeans has carried a patch since 1947. Initially this read “Blue Bell’s Wrangler Authentic Western Jeans”. Today, the name Wrangler stands alone, single-handedly representing tough, top-quality, authentic denim garments.
7. Rope logo
Tough outdoor denim since 1947
Wrangler’s “rope” signature is one of the ultimate icons of jeanswear. The rope was a sign of action: Wrangler jeans are designed for the outdoors, for freedom of movement, for surviving on your wits. The rope says, Wrangler is the original American outdoor denim brand.
Alessandro Vigano, creative director, Wrangler EMEA says “The seven icons can still be found on all our jeans. They have purpose. They work. And they make Wrangler jeans unique.” I think it’s really cool that all of this work goes into a pair of Wrangler jeans! What do you think? All of the images are in the gallery below in order of the 7 icons as well.