The heritage denim brand partnered with Twisted X Global Brands, the makers of Twisted X, Twisted X Work and Black Star Boots brands, to bring the new venture to market.
“We are proud to officially advance the Wrangler brand into a new retail category with this exciting product launch,” said Allen Montgomery, VP of Wrangler NAM western and workwear. “Twisted X’s sustainable and innovative efforts have brought this collection to life. Not only is this launch a huge milestone for Wrangler, but it’s also exciting for the western community.”
Retail prices for the collection start at $84.95. The collection will be available at more than 150 retailers, including Tractor Supply, PowerPLay, Shop One Country and Wrangler.com.
Key styles for men include casual low top sneakers and slip-on loafers in earthy and neutral colorways, moc toe lace-up boots, and rugged work lace-up and Chelsea boots. Outdoor styles include low and high hikers and two Western boots. The women’s collection emphasizes Wrangler’s Western-inspired prints, applying them to casual chukka boots, sneakers and casual slip-on shoes. The Western range introduces braiding, fringe and prints to mid and low boots. The brand taps into the comfort craze with Sherpa lined booties.
For kids, Wrangler plays with color and camouflage prints, offering low top lace-ups, a retro runner and slip-on style.
Wrangler entered into the licensing agreement with Twisted X last December. At the time, Twisted X CEO Prasad Reddy noted that the collection would focus on quality, comfort, and sustainability—characteristics that Wrangler fans have come to expect from the brand’s jeans, tops and outerwear.
The two brands worked hand in hand to create the footwear line, combining their workwear and Western roots as well as their shared focus on sustainable manufacturing. Described as “conscious footwear that prioritizes the planet and aims to reduce our ecological footprint every step of the way,” the line features numerous sustainable components.
Several styles feature uppers made with Twisted X’s ecoTWX fabrication made with recycled plastic bottles. Each pair of ecoTWX shoes is made from an average of 13 recycled plastic bottoms woven into the knit material. Midsoles are made from sugarcane molasses and outsoles made with rice husk, an agricultural by-product. Additionally, all footbeds are made with 85 percent upcycled production waste.
For every ecoTWX style sold, Twisted X pledges to plant a tree in partnership with One Tree Planted to help offset carbon emissions.
The collection supports the progress Wrangler has made to produce more responsibly. This year, the brand introduced denim styles made with Infinited Fiber Company’s regenerated and recyclable fiber, Infinna, while its parent company Kontoor Brands bowed a new facility certification to promote water-saving technology across its supply chain. For the company’s more than 120 million units of apparel and accessories it produced in 2020, Kontoor reported that its team sourced 50 percent of its cotton sustainably.
“Wrangler is such an iconic brand and we’re thrilled to partner together to introduce something new to the footwear industry,” Reddy said. “We set out to make this collection with quality, comfort and sustainability at the forefront, pillars that are core to both companies. Our top concern was the Earth and those who call it home, so we’re very proud of the final product and can’t wait for consumers to experience it.”
Wrangler Footwear is the latest extension of the Kontoor Brands-owned portfolio that now includes denim, apparel and accessories like socks, belts, hats and face masks. The brand introduced swim this year in a collaboration with surf mainstay Billabong. It also bowed a limited-edition line of home décor with Pottery Barn Teen.