Wrangler Jeans Business Is Diversifying Thanks To Lil Nas X's "Old Town Road"

The jeans brand audience has shifted thanks to Lil Nas X.

By: Shirley Ju (@shirju)

(AllHipHop News) In “Old Town Road,” Lil Nas X raps, “My life is a movie / Bull ridin' and boobies / Cowboy hat from Gucci / Wrangler on my booty.”

The jeans brand has seen a spike in sales after being called out in the biggest songs of 2019 and the longest #1 single ever.

The CEO of Kontoor Brands (parent company of Wrangler) told Kim Bhasin of Bloomberg that the cosign has made Wrangler much more popular to a diverse audience.

Now, they are making a comeback, thanks to Lil Nas X helping them diversify their audience.

"We knew nothing about it, and then it just took off from there. It's introduced Wrangler to a more diverse group of folks, and that's where we want to be as a brand," Chief Executive Officer of Kontoor Brands Scott Baxter said.

Wrangler’s past brand ambassadors include former NFL quarterback Brett Favre and NASCAR racer Dale Earnhardt Jr.

Now, they’re ready to branch out with the success of “Old Town Road.”

Wrangler already has a deal with Lil Nas X to produce a limited edition line of clothing.

Fans can purchase everything from graphic tees, jean jackets with “Old Town Road” text printed, and cowboy-cut jeans.

Allegedly, consumers can’t get enough!

Baxter said, "Every time we put more product online, it's sold out immediately.”

Comments (2)

The plant strikes. The plan is working