The Kontoor Brands-owned heritage brand launched this week a collection with Paramount Network’s hit series “Yellowstone.”
The official licensed Wrangler x Yellowstone Collection came to fruition after Wrangler apparel was seen organically on the show’s characters through the first three seasons. The brand continues to be a staple in the wardrobe department in season four, which premiered last Sunday.
Starring two-time Academy Award winner Kevin Costner, “Yellowstone” follows the Dutton family, owners of the largest ranch in the U.S., and the conflicts they encounter with land developers, politicians, a Native American reservation and the National Park Service. The iconic Wrangler patch has been seen on many characters, including Kayce Dutton, played by actor Luke Grimes, who is often seen wearing the Retro Skinny Jean with “W” stitching paired with his boots.
“I love being able to partner with Wrangler as a Western heritage brand that not only shows such craftsmanship, quality, and design, but is a perfect fit for the ranch life we’re working to portray,” said Johnetta Boone, Yellowstone costume designer. “Wrangler caters to everyone, and while each character has their own look and style, I could effortlessly find pieces that worked for the entire Dutton family and full cast.”
Whereas prior collaborations with series “Rick and Morty” and “Stranger Things” appeal to Gen Z and millennial consumers, the Wrangler x Yellowstone Collection nods to Wrangler’s nearly 75-year heritage in rodeo, farming and ranching.
The line includes an assortment of denim and twill work shirts and jackets featuring screen printed and lasered variations of the Dutton Ranch’s “Y” brand, along with several dual-gender hoodies and T-shirts that feature graphics from the show.
The collection is available on Wrangler.com and retails for $27.99-$79.99.
“Wrangler will always be the brand of authenticity for western fashion. Collaborating with a TV series like Yellowstone brings the lifestyle we’ve embodied for decades into the spotlight and allows us to reach a new audience showing them what it means to evoke the cowboy spirit,” said Holly Wheeler, Wrangler vice president of global brand marketing. “We’re thrilled to be able to add a layer of authenticity to fans’ closets as the western lifestyle continues to surge in popularity in mainstream culture and fashion.”