Wrangler

History

The brand appeared in 1947 inside Blue Bell, which had bought the name years earlier. To design it they hired Bernard Lichtenstein, a New York tailor nicknamed "Rodeo Ben", who had spent years making clothes for exhibition cowboys, and a panel of professional riders who tested the prototypes in the saddle. The result, the 13MWZ of 1947, solves real problems: hidden rivets so the saddle is not scratched, high pockets you can reach on horseback, and a displaced inseam so it does not chafe. The house became the official trouser of professional rodeo and remains so.

Iconic models

• 13MWZ Cowboy Cut (1947)

  The rodeo trouser. Hidden rivets and high pockets, for reasons of riding rather than style.

• Western shirt with snaps

  The press studs are a safety feature: if cattle catch you, the shirt opens instead of dragging you.

• Wrangler Authentics

  The everyday line, cheaper and cut looser.

• ATG (All Terrain Gear)

  Its outdoor line, with stretch, quick-drying fabrics.