Wrangler
Kontoor Brands · United States
Wrangler is an American jeans brand from Greensboro, North Carolina, developed by the Blue Bell Overall Company and famous for its 13MWZ cowboy cut jeans introduced in 1947. Since 2019 it has been the largest brand of Kontoor Brands, the NYSE-listed company spun off from VF Corporation.
| Launched | 1947 (13MWZ jean) |
|---|---|
| Origin | Blue Bell Overall Company, Greensboro |
| Owner | Kontoor Brands (since 2019) |
| Headquarters | Greensboro, United States |
| Signature product | 13MWZ cowboy cut jean |
| Segment | Denim and workwear |
| Website | wrangler.com |
What is Wrangler?
Wrangler makes jeans, workwear and casual clothing with a strong Western identity. It is owned by Kontoor Brands, a New York Stock Exchange listed company headquartered in Greensboro, North Carolina, which describes Wrangler as an authentic American apparel brand.
History
The brand's roots lie in the Hudson Overall Company, set up in Greensboro in 1904 by C.C. Hudson and partners, which became the Blue Bell Overall Company in 1919. Blue Bell acquired the Wrangler name in the 1940s when it bought Casey Jones. Around 1946 it hired tailor Bernard Lichtenstein, known as Rodeo Ben, to design jeans for cowboys. The resulting jean, launched in 1947 and renamed 13MWZ in 1952 after its 13-ounce denim, featured a zip fly, rear pockets placed for riding and no crotch rivet. Wrangler opened a factory in Belgium in 1962 for Europe. Blue Bell merged with VF Corporation in 1986, and in 2019 Wrangler moved to the newly independent Kontoor Brands.
Products and positioning
Wrangler sits mainly in the value and mid-market segment, with Western jeans, workwear lines such as Riggs, and fashion collections. It has long been endorsed by professional rodeo, a relationship formalised in 1974.
Business model and distribution
Most sales come through wholesale partners in the US, from mass merchants and farm and ranch stores to department stores, complemented by Wrangler's own e-commerce. Europe and Australia are important export markets. Production moved offshore over time, and the last US sewing plant closed in 2005.
Why it matters
Wrangler is one of the three classic American jeans brands alongside Levi's and Lee. After Kontoor agreed to sell Lee in 2026, Wrangler became the clear centrepiece of the group's denim business alongside Helly Hansen.
Frequently asked questions
Who owns Wrangler?
Wrangler is owned by Kontoor Brands, a company listed on the New York Stock Exchange that was spun off from VF Corporation in 2019. Kontoor also owns Helly Hansen.
Where is Wrangler from?
Wrangler is American. It grew out of the Blue Bell Overall Company in Greensboro, North Carolina, where Kontoor Brands is still headquartered.