Denim Icon Wrangler® launches the ‘Texas Generations’ Campaign Highlighting 35 Years Of Denim Excellence Inspired By Original Cowboys

GREENSBORO, N.C. (February 15, 2024) – This season, Wrangler®celebrates 35 years of Texas, the signature men’s fit. The timeless straight silhouette, launched in 1989, was inspired by authentic cowboy cuts and classic Americana, and was adored by ranch-hands, rebels, and trailblazers alike. Since then, the Texas has become a beloved style staple across generations and style tribes. 

Crafted in a wide range of washes, from classic indigo through to vintage fades as well as black and taupe finishes, this dependable icon fashioned from quality materials has not only stood the test of time but continues to improve with age. The Texas is a neat, clean style, inspired by the Codes of the West, which sits at the waist, cut with a straight leg, and finished with iconic hardware and patch pocket stitching. Also available in a slim variation cut closer to the leg, the Texas range is just as comfortable on the ranch as it is in the city. 

Looking ahead whilst remaining true to its classic Americana roots, the Texas range offers something for every generation, appealing to both the die-hard denim afficionado and the new tastemakers looking for classic denim as the foundation to their look.

The Spring Summer 2024 campaign exemplifies the trans-generational appeal of the Texas silhouette. Shot in the rugged landscape of the American desert, it explores the perfect combination of soulful authenticity and effortless style which has led to the undeniable popularity of the Texas. 

An homage to Wrangler’s 77-year heritage and the cowboy cool attitude, the imagery highlights the wide appeal of the Texas silhouette, celebrating the past whilst also encouraging the wearer to blaze new trails. A timeless original, just like every wearer, the Wrangler Texas is the epitome of cowboy cool. It is little wonder the Texas has been the best-selling men’s style since its launch, and will no doubt continue to be for the next 35 years.

About Wrangler®

Wrangler®, of Kontoor Brands (NYSE: KTB), has been an icon in authentic American style for 75 years. With a rich legacy rooted in the Western lifestyle, Wrangler is committed to offering superior quality and timeless design. Its collections for men, women, and children look and feel great, inspiring all those who wear them to be strong and ready for everyday life. Wrangler is available in retail stores worldwide, including flagship stores in Fort Worth and Greensboro, department stores, mass-market retailers, specialty shops, top western outfitters, and online. For more information, visit

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