For many, December signals holiday decorating, gift-giving, and family traditions. But for the rodeo community, it means a trip to the bright lights of Las Vegas.
From December 1 to 11, cowboys and cowgirls from across the country gather in Sin City for the National Finals Rodeo and an abundance of Western-themed events. And as a title sponsor of the event for more than 15 years, no brand has a bigger presence across the city during this time than Wrangler.
The Wrangler presence comes to life at Cowboy Christmas, a unique retail experience that draws thousands of Western-lifestyle lovers and includes every facet of Western retail. It’s ten full days, truckloads of product, more than 3,000 square feet of on-site presence, and thousands of cowboys and cowgirls lining up to buy all things Wrangler.
With fashions ranging from the Modern Heritage to Western Retro, enthusiasts from around the world got a chance to see Wrangler’s latest collections. COWGIRL recently caught up with Holly Wheeler, VP of Global Brand Marketing at Wrangler during the 2021 Wrangler NFR to get a look into what’s in store for the brand in the coming year:
“From a female perspective, our business is on fire. I think that the design team has just been killing it in terms of hitting trend. The high rise on all our modern jeans are great. It holds you in but shows off your curves in all the right places. For us, our boots and our flares continue to do really well. When people think of Wrangler, that’s what they think of. Personally, for me, I love it because it’s a vintage sort of look but it also feels really modern with the finishes and washes.”
“From a marketing perspective, next year is our 75th anniversary so we have a lot of awesome things lined up. Collaborations, music events, product collections, so there’s a lot to come. We’re bringing Georgia May Jagger back.”
“The Western business is on fire. I think with the growth and the trend of Western fashion with things like Yellowstone, Beyoncé doing her Western collection, Western is going mainstream. Drake wore our Western work shirt to his birthday party, which was super cool. I think that is such an opportunity for us to take iconic styles and repurpose them and bring them to a new consumer.”
We can’t wait for all of the new releases in 2022! A very special thank you to Holly Wheeler, Kaitlyn DeSimone, and the Wrangler team.