Wrangler’s women’s business is growing thanks to the cowboy trend

While other fashion brands are embracing “cowboy culture” as a momentary trend, Wrangler has made the Western aesthetic core to its identity.

Along with other denim brands like Lee, the nearly eight-decade-old denim brand is owned by Kontoor Brands. Its current focus is capitalizing on the cowboy trend with a series of collaborations. The latest is a collaboration with Diamond Cross Ranch, an iconic ranch and event space in Jackson Hole, Wyoming. The collection includes mostly apparel, rather than denim, and features branding and designs inspired by Diamond Cross Ranch’s 112-year history. Marketing for the collection is currently rolling out on TikTok, as well as through PR and product packages seeded to influencers.

According to Wrangler’s vp of global marketing, Holly Wheeler, the collaboration grew out of an existing relationship with Diamond Cross — Wrangler has shot numerous campaigns at the ranch, including its fall 2023 campaign released in August 2023. What’s more, Diamond Cross co-owner Luke Long met his wife on a Wrangler photoshoot, Wheeler said.

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