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A New Hotel in Wrangler’s Hometown Puts Denim Front and Center

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Denim aficionados have a new place to rest their heads when they visit arguably one of the most indigo-rich cities in the United States.

Hotel Denim, a 48-room boutique hotel located in Downtown Greensboro, N.C., opened in the midst of the pandemic. Though it launched during a time when work and leisure travel came to a screeching halt, the property’s universally beloved theme promises to make the hotel a new fan favorite when tourism returns.

“We’re trying to appeal to customers that want a more relaxed feeling—like a pair of jeans,” said Tushar Zaver, vice president of hotel operations for CN Hotels Inc., the owner of Hotel Denim.

Located just two miles from the headquarters of Kontoor Brands, the parent company of Wrangler and Lee, and near the shuttered yet still iconic White Oak plant, Zaver said Hotel Denim carries on the city’s tradition for all things indigo with denim-inspired décor, locally made amenities and murals that celebrates Greensboro’s denim heroes.

The third floor features a mural of Cone Denim founder Moses Cone and his wife Bertha. Another mural on the second floor pays homage to the 1915 “Golden Handshake,” the agreement between Levi Strauss & Co. and Cone Denim that granted the mill the exclusive right to manufacture Levi’s proprietary Shrink-to-Fit denim for all 501 jeans.

Along with a denim-inspired sign on the exterior, references to its namesake are found throughout the property. Wallpaper mimics the look of acid-wash denim. Clothing hooks resemble jeans buttons. Beds are made with denim accent pillows. The indigo-color bathrooms pop with gold hardware, while guests can relax in denim bathrobes.

For a nightcap, guests can enjoy denim-themed cocktails served at the hotel lobby bar.

The hotel, Zaver said, serves as a reminder of Greensboro’s denim roots to travelers and locals alike.

“A lot of our clientele don’t realize that Cone Denim was one of the biggest providers of denim in the world,” he said. “We’re trying to bring the history back and bring knowledge back to the local community and learn about the rich textile history that Greensboro once had.”

The city’s denim community appears to be embracing the hotel’s concept. Zaver said Wrangler donated a 4-foot statue of jeans, which now anchors the hotel’s front entrance.

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