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Wrangler Gets In the Rock 'n' Roll Spirit with Fender – Sourcing Journal

By Liz Warren
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Coachella may have wrapped but Wrangler and Fender are still making music, celebrating more than 75 years of business with a new concert-ready collection.
The denim brand and legendary guitar maker recently dropped a men’s and women’s collection featuring a range of denim staples and graphic T-shirts infused with rock ‘n’ roll and Western elements.
Standout pieces for women include a black fringed denim jacket, a “rockstar” heritage shirt with studded accents along the pockets and collar, and a black muscle tank with a collage of musical imagery. For men, the range is punctuated by a denim vest with colorful patches, an oversized flannel “tour shirt” with co-branded imagery on the back, and a branded denim jacket.

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Musical accessories span guitar straps, cases and picks retailing for $10-$250, while the apparel collection ranges from $35-$189. Wrangler x Fender products are available now on the Wrangler and Fender websites, and in Nordstrom, Boot Barn, Cavenders, Buckle, Urban Outfitters and Free People stores.
“Wrangler and Fender each have origin stories rooted in the creation of practical and functional products,” said Holly Wheeler, Wrangler vice president of global marketing. “As denim styles have evolved over the years through fits, finishes and function, the driving role guitar-driven music has played in fashion is undeniable. We’re excited to have these two American icons join together to launch the Wrangler x Fender collection as we honor the artists and legends who have inspired us, and celebrate with the fans who have been moved by the music.”

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The collaboration follows through on Wrangler’s promise to celebrate 75 years with unique partnerships, often centering on music. Earlier this year, the heritage brand tapped Grammy Award-winning artist Leon Bridges to make its metaverse debut, complete with a two-part NFT drop under the name “Mr. Wrangler” featuring a denim suit specially designed for the artist.
The brand tapped British model and rockstar royalty Georgia May Jagger as the face of the brand’s Spring/Summer campaigns in 2021 and 2022. Jagger’s parents are The Rolling Stones front man Mick Jagger and model and actress Jerry Hall. The brand also worked with country artist and songwriter Orville Peck on its Fall/Winter 2021 campaign, as well as country artist Stephanie Quayle on a 2020 collection.
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