Wrangler is giving new meaning to the phrase “denim and diamonds” to mark its 75th anniversary.
The label, a division of Kontoor Brands, is auctioning a one-of-a-kind belt buckle handcrafted by Montana Silversmiths valued at more than $40,000 in celebration of its diamond anniversary this year. All proceeds from the sale will be donated evenly to Western Sports Foundation and Lead Changes, two independent non-profit organizations dedicated to preserving and promoting the Western way of life.
The bidding for the 6.34-carat buckle featuring 75 diamonds, yellow gold, blue topaz and sterling silver accents started Nov. 15 and opened at—not coincidentally—$7,500 on wsm.com, an online auctioneer. The auction will be live through Dec. 30, 2022 at 5:00 p.m. and the winner will be announced in Jan. 2023.
“Wrangler has drawn inspiration from the code of the West since its inception in 1947 and we couldn’t be more excited to honor our roots by working to preserve the culture and heritage of the great American cowboy,” said Allen Montgomery, vice president of Western and workwear at Wrangler. “We couldn’t think of a better finale to our 75th anniversary than working with two incredible organizations that are dedicated to empowering youth through embracing the power of the cowboy spirit.”
Western Sports Foundation is a non-profit organization that aims to enrich the overall success of Western sports by advancing athletes’ health and well-being by providing necessary resources and financial counsel to prepare them for life after competition. Lead Changes is committed to using horsemanship as a tool to equip youth with leadership skills and confidence and to support young cowboys and cowgirls.
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Prior to being sold, the buckle will tour the U.S. and be photographed for a “Hands of Wrangler” series on Wrangler’s social media with past and present brand ambassadors such as bull rider JB Mauney and singer-songwriters Cody Johnson and Leon Bridges.
This wrap-up of Wrangler’s diamond jubilee follows other celebratory initiatives held throughout 2022 such as the launch of an NFT and “Mr. Wrangler” capsule collection with Bridges and collaborations with Gant, Fender and Billabong among others.
The brand has also just launched phase one of its new Reissues collection, a limited capsule of reborn archival designs. The first five pieces include a selvedge jacket, a Cowboy Cut printed denim comic book jean and jacket, a women’s Blue Bell jacket and jean from the 1950s and a red denim jacket design from the same decade.
The items cost $75-$265 and are sold on Wrangler’s website.
“Our anniversary is the perfect opportunity to reintroduce some of the classic styles and signature design elements that have made the brand what it is today, drawing inspiration not only from pieces that were actually produced, but design concepts from decades past that are now coming to fruition for the first time,” said Vivian Rivetti, Wrangler’s global vice president of design.