The Kontoor Brands-owned brand will auction off a one-of-a-kind, diamond-encrusted Wrangler 75th anniversary buckle crafted in collaboration with Montana Silversmiths. All proceeds from the auction, which will take place later this year, will be donated to charities “focused on cultivating young cowboys and cowgirls.”
To drum up buzz for the buckle, Wrangler will launch “Hands of Wrangler,” a photo series featuring rodeo arena legends each holding the diamond buckle. The series will be shared across Wrangler and Wrangler Network social channels.
The brand announced the auction on Friday ahead of the “National Day of the Cowboy” on July 23. Wrangler commemorated the day through a video tribute celebrating Western icons. Narrated by country music legends and world champion cowboys and bull riders, the “ode to cowboys” highlights key industry figures such as country music stars George Strait and Cody Johnson and saddle bronc riding champ Stetson Wright.
“We are so excited to showcase the lifestyle Wrangler was founded on,” said Holly Wheeler, Wrangler vice president global marketing. “National Day of the Cowboy allows us to highlight where Wrangler came from, what its core values are and how it is bringing western influence into the mainstream spotlight while still supporting the legacy of the authentic modern-day cowboy.”
Throughout its history, Wrangler has made numerous contributions to the rodeo industry. The original Wrangler Western jean, called the Cowboy Cut, was created to be a flattering and functional staple in the cowboy wardrobe. The jean was endorsed by professional rodeo cowboy Jim Shoulders for more than 50 years. The modernized Cowboy Cut 13MWZ remains the official ProRodeo competition jean and Wrangler is the official jeans and shirts brand of the Pro Rodeo Cowboys Association.
More recently, the brand launched a Western footwear collection in partnership with Twisted X Global Brands. The 2021 “For the Ride of Life” campaign centered on the courage and optimism of Western culture.
To celebrate Women’s History Month this year, the brand debuted a video centered on female rodeo athletes, including barrel racer Nellie Miller and breakaway roping champion Madison Outhier. The video followed the story of a young trick rider practicing her craft at Three River, California’s Riata Ranch dedicated to training girls on the sport. Wrangler donated performance pieces to the nonprofit to help participants “embrace the cowgirl spirit.”
“Wrangler is a testament to the grit and bravery of the American West and staying true to our heritage helps us continue to honor the cowboy spirit that lives in everyone,” Wheeler said.