The History of Wrangler: From Humble Beginnings to a Western Icon
When it comes to Western fashion, Wrangler is a name that stands tall. With roots deeply entwined with the rodeo world and an evolution spanning over a century, the story of Wrangler is one of innovation, authenticity, and resilience.
The Early Days: Blue Bell and the Hudson Brothers
Wrangler’s journey begins in 1897 with a young C.C. Hudson, who left his family’s farm in Spring Hill, Tennessee, to find work in Greensboro, North Carolina—a budding textile town. Hudson found employment sewing buttons for 25 cents a day, but the closure of the factory in 1904 prompted him to take matters into his own hands. Along with his brother, Homer, Hudson purchased sewing machines and started the Hudson Overall Company in a modest loft above a grocery store on South Elm Street.
The business grew rapidly, and by 1919, the brothers rebranded their thriving company as the Blue Bell Overall Company. Seven years later, Big Ben Manufacturing acquired Blue Bell, keeping its operations in Greensboro.
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Innovation and the Birth of Wrangler
Blue Bell introduced industry-changing Super Big Ben Overalls in 1936, featuring Sanforized fabric that reduced shrinkage to less than 1%. In 1943, the company acquired the Casey Jones Company, gaining rights to the rarely used brand name, Wrangler. With a vision to create jeans tailored for the rodeo lifestyle, Blue Bell enlisted the help of Bernard Lichtenstein—known as Rodeo Ben—a Polish tailor from Łódź who had strong ties to cowboys.
By 1947, Wrangler authentic western jeans debuted, designed with Rodeo Ben’s insights and tested by rodeo icons like Jim Shoulders, Bill Linderman, and Freckles Brown. This partnership between cowboys and craftsmen set Wrangler apart, cementing the brand's reputation for durability, comfort, and Western authenticity.
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Becoming a Rodeo Legend and Beyond
Jim Shoulders became Wrangler’s first official endorsee in 1948, ushering in a legacy of sports partnerships. His endorsement, along with 16 world rodeo championships, made Wrangler synonymous with excellence in the arena. By 1974, Wrangler jeans and shirts became the first—and still the only—Western wear officially endorsed by the Pro Rodeo Cowboy Association (PRCA).
Wrangler's global presence expanded in 1962 with the opening of a plant in Belgium, bringing Western fashion to Europe. The brand's iconic 13MWZ jean celebrated its 50th anniversary in 1997, becoming a staple for cowboys everywhere.
Wrangler in Popular Culture
Wrangler extended its reach beyond rodeo, becoming deeply embedded in country music and motorsports. In 1981, the brand sponsored NASCAR legend Dale Earnhardt, creating the unforgettable blue-and-yellow “Wrangler Jean Machine.” Later, in 1992, Wrangler outfitted country star George Strait for the movie Pure Country. Strait's partnership with Wrangler continued with the Cowboy Cut collection, a favourite among Western fans.
Jason Aldean joined the Wrangler family in 2009 with the launch of Wrangler Retro®, blending classic Western style with a modern attitude. Wrangler kept evolving to stay relevant, releasing collections like RIGGS WORKWEAR® for labourers and Wrangler® ProGear™ for hunters.
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Innovation Meets Comfort
Wrangler has always stayed at the forefront of fabric innovation. In 2005, the brand collaborated with the American Quarter Horse Association (AQHA) to create the Ultimate Riding Jean for women. They continued this trend of innovation with Cool Vantage™ jeans in 2015, designed with moisture-wicking fabric for all-day comfort during hot summer days.
The Wrangler Network and a New Era
In 2013, Wrangler launched WranglerNetwork.com, (now Wrangler Network) a digital platform offering live rodeo streams, country music content, and updates from the Western world. This initiative marked Wrangler’s transition into the digital era, keeping the brand connected with its loyal audience through online engagement.
Enduring Legacy in the West
Wrangler’s commitment to quality and authenticity has kept it at the forefront of Western wear. From its humble beginnings as the Hudson Overall Company to becoming the go-to brand for cowboys, musicians, and racecar drivers, Wrangler has built a legacy rooted in hard work, craftsmanship, and a love for the Western way of life.
Whether you’re in the arena, on the ranch, or just embracing the Western spirit in everyday life, Wrangler continues to honour its heritage while looking toward the future. With a history as rich as the Western lifestyle itself, Wrangler continues to deliver timeless style, unmatched durability, and the authentic spirit of the West. Whether you're gearing up for the rodeo, hitting the trails, or just looking to add a touch of Western flair to your wardrobe, Wrangler has you covered. Visit any of our Lammle’s Western Wear locations to explore the latest collections, or shop conveniently online at Lammles.com and find the perfect Wrangler piece to suit your style.
