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Wrangler Doubles Down on Outdoor Market With Roark Collaboration

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

The ongoing success and expansion of Wrangler’s All Terrain Gear line of durable, high-performance apparel for men and women is indication that there may be even more untapped opportunities for the heritage denim brand in the outdoor market.

A new collaboration with adventure apparel and accessories brand Roark keys into this potential. The Wrangler x Roark “Out of Range” collection offers premium men’s apparel that blends the ruggedness of western wear with the durability and legacy of Wrangler construction.

The limited-edition drop includes a Sherpa-lined jean jacket made with 100 percent cotton fabric sourced from Mt. Vernon Mills, an overshirt made with raw Cone Denim fabric with contrasting twill elbow patches and collar, and twill jeans in black and dark khaki. A waxed cotton, flannel-lined chore jacket and co-branded organic cotton graphic T-shirts round-out the cabincore-meet-gorpcore collection.

The use of durable and sustainable components “exemplify the shared passion of the outdoors and the epic adventures that weave both brands together,” Wrangler stated. The “Out of Range” collection also complements Wrangler’s All Terrain Gear range for men, which is merchandised alongside the new drop on the brand’s website.

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The collaboration comes on the heels of Roark’s most recent campaign, “The Great Escape,” where the brand team spent two weeks exploring The Continental Divide and put the Wrangler x Roark pieces to the test. Roark brought a multi-faceted crew of surfers, adventurers, and ranchers to the backwoods of New Mexico along the Continental Divide Trail. There, they explored the land on horseback and dirt bikes.

The Wrangler x Roark “Out of Range” collection offers premium men’s apparel that blends outdoor and western influences.
Wrangler x Roark “Out of Range” collection Courtesy

“Our partnership with Wrangler was born out of a desire to celebrate the American West and deliver a collection that paid homage to classic Wrangler styles with a modern aesthetic twist in line with Roark’s sense of style,” said Ryan Hitzel, Roark founder and CEO.

Wrangler’s collaboration with Roark is one of several recent projects that lean into its rugged roots. The brand also teamed with Paramount Network’s hit series “Yellowstone” about a family of ranch owners. The line includes an assortment of denim, twill work shirts and jackets. In December, Wrangler also bowed its first line of work, western and casual footwear.

“With 75 years as an American cultural icon grounded in the heritage of the West, our products are tough enough for a life well-lived and defined by moments of bravery and adventure,” said Holly Wheeler, Wrangler vice president of global brand marketing.

The “Out of Range” collection is priced from $65-$395 with a size range of S-XXL and 28-38. It’s available now on Wrangler’s and Roark’s websites.