Wrangler is tapping into the cultural phenomenon that is “Old Town Road.”
The denim brand announced Monday that is has partnered with “Old Town Road” rapper Lil Nas X for a limited-edition men’s and women’s capsule collection inspired by the song’s lyric, “Cowboy hat from Gucci, Wrangler on my booty.”
Available on Wrangler.com, the collection includes T-shirts, denim button-down shirts, denim jackets, jean shorts and jeans for $39-$149 with lyrics and imagery in reference to the chart-topping song. Fans are encouraged to share their Wrangler selfie on social media using the hashtag #WranglerOnMyBooty.
“We’re incredibly excited about the success of ‘Old Town Road’ and our partnership with Lil Nas X. It is another great example of the power music—and in our case, fashion—has to unite and inspire us all,” said Jenni Broyles, Wrangler North America vice president and general manager.
When thinking about partners for Lil Nas X, Wrangler immediately came to mind because of the organic use of the lyric in ‘Old Town Road, said Jennifer Frommer, SVP of brand partnerships for Columbia Records. “The phenomenon surrounding the track has broken boundaries and allows for a brand like Wrangler to hone in on its Western DNA while tapping into current culture,” she added.
The collection launched Monday afternoon in conjunction with release exclusive behind-the-scenes footage from music video for the country/trap crossover hit. By visiting the website WranglerOnMyBooty.com, consumers can activate an experience allowing them to snap a photo of the back pocket of their Wrangler jeans stitched with the famous leather patch, unlocking access to never-before-seen footage.
This is the first time Wrangler jeans are actually the key to unlocking a behind-the-scenes look at the making of a chart-topping hit. However, the brand’s roots in music have been a source of inspiration as of late. In 2018, Wrangler released the Bohemian Rhapsody capsule collection honoring the style of Queen frontman Freddie Mercury.
Earlier this year, Wrangler launched the Icons collection with a London pop-up that mimicked the look of a 1970’s recording studio. The brand celebrated the collection—its first global product range—with three days of live music and denim customization at the South by Southwest festival.