Wrangler Bottles the Essence of the Wild West
The ongoing Western trend is galloping toward the $45.8 billion global fragrance category.
Kontoor Brands-owned Wrangler teamed with Tru Western, a 54-year-old fragrance franchise owned by Tru Fragrance & Beauty, to produce two signature scents: Wrangler Original Cologne and Wrangler Original Perfume.
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“What we wear—clothing or fragrance—has a tremendous influence on our mentality and mood,” said Jenni Broyles, Wrangler’s senior vice president. “In collaborating with Tru Western, we wanted to create an original fragrance that transcends time and season to capture a scent that transports you to the beautiful, great expanse of the American West.”
The men’s cologne features bright citrus and cinnamon blended with wild lavender, cardamom herb and warm resins to “create a masculine and quintessentially cowboy scent,” Wrangler stated. The women’s perfume mixes notes of blackberry, pear and wild blooms infused with a soft musk.
Packaging for both scents incorporates Wrangler’s signatures. Distressed denim is debossed on the outside packaging. Vintage Wrangler bandana artwork decorates the interior. Wrangler’s “W” stitching is embedded on each glass bottle, capped with a copper finish, and branded button imprint.
Through this partnership, Wrangler joins the list of denim brands with fragrances, including Aeropostale, Diesel, Abercrombie & Fitch and True Religion. Recently, the heritage brand has expanded its reach by tapping into new markets like footwear, guitar gear and home decor.
Tru Fragrance & Beauty has a portfolio that spans Tru Western and licensed fragrances in partnership with Free People, Le Monde Gourmand and Lake & Skye. It also produces scents for “Yellowstone,” the Paramount Network hit series that has released several ranch-themed apparel collections with Wrangler.
Jake Nagle, Tru Western’s vice president brand growth, said the year-round scents appeal to “consumers living the authentic western lifestyle as well as those who are simply inspired by it.”
“The fashion, luxury and fragrance categories will be forever influenced and inspired by the western lifestyle and the real cowboys of the American West,” he said. “It is an honor to translate such an iconic brand like Wrangler into a fragrance.”
The fragrances retail for $45.40. They are available now on Tru Western’s website and in select U.S. retailers.
