Wrangler and Buffalo Trace Bourbon Take a Shot on Apparel
Wrangler’s new collaboration embodies the spirit of the West—literally.
The Kontoor Brands-owned heritage brand and Buffalo Trace Bourbon, the family-owned Kentucky distillery established in 1775, unveiled Wednesday a limited line of co-branded clothing for men and women. Like aged whiskey, Wrangler said the collaborative process unfolded over three years, allowing the denim brand to “dive deep into the culture and legacy of spirits.”
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“By partnering with Buffalo Trace, we were able to dive deep into the culture and legacy of spirits and distilling to unlock new product offerings that also felt right for our brand,” said Vivian Rivetti, Wrangler vice president global design. “The meticulous skill at mastering the perfect taste profile inspired us to pay extra attention to foundational textures and details, so this collection explores premium design elements and color that convey warmth and strength, and denim washes that emulate an oak-aged look and feel.”
The Wrangler x Buffalo Trace Bourbon collection including jackets, pullovers, woven work shirts, graphic tees and aprons, drawing inspiration from Wrangler’s outdoor lifestyle and the functional needs of bourbon-makers.
The men’s line offers a sherpa-lined jean jacket with a corduroy collar and a cotton canvas Distiller’s jacket, each bearing an interior flask pocket. The Distiller’s jacket and a corduroy short come in Old Fashioned, a color that captures whiskey’s rich amber hue. A sherpa pullover and flannel shirt introduce mossy green into the collection.
For men and women, the brands offer 100 percent cotton indigo Western snap shirts and graphic tees. A line of baseball caps and two styles of aprons round out the assortment.
“When we learned about Wrangler’s vision to bring fresh, original ideas to their timeless look and feel, we saw a natural partnership,” said Andrew Duncan, Buffalo Trace Distillery’s global brand director. “These staple pieces would be savored by bourbon lovers and bartenders alike for years to come.”
The collection retails for $24.99-$139.99 and is available now on Wrangler’s and Buffalo Trace’s websites and at select retailers.
The collaboration is a departure from Wrangler’s successful Barbie collection, which Kontoor CEO and chairman Scott Baxter said recently is the brand’s “best and fastest-selling collaboration ever.”
It’s not unusual for denim brands to find synergies with alcohol brands, however. In 2021, Lucky Brand partnered with Mexican tequila brand Código 1530 on a line of hoodies and accessories. The year before, Todd Synder introduced a limited-edition “bourbon selvedge denim jacket” made in partnership with bourbon brand Legent. Recent Citizens of Humanity collaborator Billy Reid has designed a $1,000 mint julep cup with Woodford Reserve.
