Wrangler committed to backbone and bootstraps. With one anthem for cowboy and another for work itself.
Brand anthems, print, out-of-home and film · Wrangler and Wrangler Workwear.
The denim brand with a working spine, and two audiences who live it: cowboys, and everyone who earns a paycheck with their hands.
Two bodies of work, each opening on a manifesto: Wrangler Cowboy and Wrangler Workwear.
The code
There’s no whining in cowboy. No quitting. No excuses. No exceptions.
It’s backbone and bootstraps. Chock full of guts and resolve and fire. It stomps out doubt. Crushes fear. It’s yes ma’am and no sir. It’s full-throttle and lazy river. Rattlesnake and reverence. And all served with a huge dose of man-up.
The work
Let there be blue collars and steel toes.
Let sweat-soaked brows and back-breaking fortitude ever be with us. May our working days end drained but accomplished. Because we know work affords us the lives we want. It puts food on the table and a roof over our heads. It fuels dreams and puts our kids through college.
The close
Every line built to the same last word.
It makes countries great and economies thrive. It is what we do and do well. We would be lost without it.
