Rustler
Rustler is an American value denim brand created in 1986 and sold under the Wrangler name. It makes durable, comfortable jeans for men and boys in classic regular and relaxed fits.
| Created | 1986 |
|---|---|
| Brand family | Wrangler |
| Historic base | Greensboro, North Carolina |
| Category | Value denim |
| Website | wrangler.com |
What is Rustler?
Rustler is a mass market jeans label that sits within the Wrangler family. Created in 1986 and historically managed from Greensboro, North Carolina, the home of Wrangler, it was part of VF Corporation's jeanswear business. Today it is sold as Wrangler Rustler.
Products and positioning
Rustler jeans are built to be durable and long wearing while staying comfortable, at an entry level price point. The line focuses on core five-pocket styles rather than fashion washes, which keeps it suited to everyday and work wear for men and boys.
- Men's classic regular fit jeans
- Relaxed fit jeans, including big and tall sizes
- Boys' denim
Distribution
The brand is sold mainly through mass retailers in the United States, including Walmart, and through online marketplaces such as Amazon.
Why it matters
Rustler shows how large denim groups use secondary labels to cover the value end of the market, reaching price-sensitive shoppers through mass merchants without diluting their main brand.
Frequently asked questions
Is Rustler made by Wrangler?
Yes. Rustler is part of the Wrangler family and is sold as Wrangler Rustler.
Where are Rustler jeans sold?
Rustler jeans are sold mainly through US mass retailers such as Walmart and through online marketplaces.