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A Look Into The World Of Wrangler

The Wrangler® brand is an American icon that celebrates the spirit of people who work hard, have fun and recognise courageous individuality. Wrangler® has represented genuine style and comfort since it first started making jeans in 1947. Rooted in the American West, the brand blends a rich legacy with a commitment to unmatched quality and timeless design. Wrangler’s innovative collections look and feel great – making consumers ready for life, every day.

ace turtle chapter

In 2021, ace turtle acquired the exclusive long-term licensing rights for Wrangler in India and select South Asian markets. Within a short time, we transformed Wrangler’s business, leveraging our omnichannel technology capabilities and unique operating model.

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The Legacy of Wrangler

1904
1919
1936
1943
1946
1947
1964
1973
1989
2006
2019
2021

1904

The Hudson brothers establish Hudson Overall Company, Greensboro, NC They manufactured overalls and ‘work wear’.

1919

Hudson Overall Company changes its name to become The Blue Bell Overall Company.

1936

Blue Bell launches Big Ben overalls with sanforized denim (a denim innovation).

1943

Blue Bell acquires Casey Jones work clothes company and with it a rarely used brand name – Wrangler.

1946

Blue Bell starts to develop a jeans line for cowboys. Blue bell workers take part in a contest to give the jeans a brand name, WRANGLER.

1947

Wrangler officially becomes a denim manufacturing company with a simple ambition: to create the world’s best five pocket jeans. 11MWZ, the first Wrangler jeans, designed in conjunction with Rodeo Ben, is introduced to the American public.

1964

The blue bell technician came up with a unique fabric weave which involved a Broken Twill line. This provided the much needed fabric stability that eliminated the twisting of the leg seam when washed.

1973

Wrangler jeans become an icon of youth culture, synonymous with teenagers the world over.

1989

Wrangler launches its best-seller fit, Texas, named after the Lone Star State.

2006

VF Corp bought a 60% stake in a JV with Arvind to sell Wrangler products in India

2019

VF Corp completes the separation of its Jeanswear organisation into a new entity called Kontoor Brands that now owns Wrangler jeans

2021

ace turtle acquires exclusive licencing rights for Wrangler in India. Under this agreement, ace turtle designs, manufactures, markets and distributes superior quality Wrangler products in India

Wrangler has been a cultural touchstone in film, music, and sports. The brand has been synonymous with the spirit of adventure, the rush of adrenaline, exploration, and unapologetic self-expression for over seven decades. Wrangler brings to you clothes that are at the forefront of style and functionality to empower everyone with the confidence to thrive in new frontiers.

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