Behind the Blues: How Wrangler Jeans are Made

by Jaime on November 9, 2011

I was extremely intrigued when I received this email from Wrangler in my inbox – you don’t often get such a detailed list of how denim is crafted by a brand, so I knew that I’d want to share it with you guys immediately.

Whether you are or are not a Wrangler fan, you’ll enjoy reading this!

Unlike other original American icons, the recipe for making Wrangler’s famous denims is not hidden away in a North Carolina vault. The formula can be found on the jeans themselves… dating from 1947’s 13MWZ to the latest contemporary cut. It comes down to this: seven unique details.

1. Flat rivets (Won’t scratch your saddle)

Using rivets to secure denim jeans at key points of strain helps to keep them in one piece. But the method has always caused trouble, scratching furniture, car seats and motorbike saddles. Wrangler’s smooth flat copper rivets “won’t scratch” – just as early adverts promised. They give jeans a refined aspect: more comfortable for you and whatever your rub up against.

2. Watch pocket (Keeps your coins trapped)

In its earliest days, Wrangler commissioned expert tailor Ben Lichtenstein to create a range of shirts, jeans and jackets. One of “Rodeo Ben’s” initiatives was the deeper watch pocket with its curved, ergonomic shape. The pocket’s high opening along the waistband is sealed naturally by a belt. So anything you keep in there – key, coins, gum – is securely shut away.

3. Felled seams (For a more comfortable ride)

Folded ridges of fabric at the seams are characteristic of jeanswear, but Wrangler makes this feature functional. By creating a downward-facing lip in the yoke above high backpockets, your wallet is held firmly inside – vital if your free-time leans to the extreme. Fully felled outseams are a signature of most Wrangler jeans. Because the seam sits flat against your inside leg, they’re more comfortable when riding. You’ll appreciate this next time you straddle your modern-day horse: a motorcycle.

4. Belt loops (Hold jeans to the waist)

The 11 MW, the first Wrangler jeans, debuted in 1947 with seven belt loops. If you’ve ever worn jeans with five loops, you’ll know that the waist band slips free. Six improves things a little. But thread a Wrangler premium grade leather belt through seven belt loops and those jeans are locked to your body.

5. “W” stitching (Back pockets reinforced)

Introduced in 1947, the “W” stitch is cattle-branding for jeans. Wrangler’s carry two “W’s”, embroidered onto each back pocket: initials that read “Western Wear”. Back pockets also have a tone-on-tone horizontal stitch for a second layer of fabric, reinforcing pockets from the inside. Wrangler jeans: strength throughout.


6. The patch (A unique symbol of quality)

The right back pocket of Wrangler jeans has carried a patch since 1947. Initially this read “Blue Bell’s Wrangler Authentic Western Jeans”. Today, the name Wrangler stands alone, single-handedly representing tough, top-quality, authentic denim garments.


7. Rope logo (Tough outdoor denim since 1947)

Wrangler’s “rope” signature is one of the ultimate icons of jeanswear. The rope was a sign of action: Wrangler jeans are designed for the outdoors, for freedom of movement, for surviving on your wits. The rope says, Wrangler is the original American outdoor denim brand.


Alessandro Vigano, creative director, Wrangler EMEA: “The seven icons can still be found on all our jeans. They have purpose. They work. And they make Wrangler jeans unique.”
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