Wrangler® Unveils the Blue Bell Collection: Its Most Premium Men's Line to Date

Featuring archival fits, hand-crafted leather, and Japanese selvedge denim, this limited-run collection honors the origin of Wrangler® jeans with a commitment to craftsmanship that stands the test of time

GREENSBORO, N.C.--(BUSINESS WIRE)--Wrangler® is proud to announce the September debut of the premium Blue Bell Collection. Drawing from Wrangler’s western workwear heritage and reimagined through premium craftsmanship, this limited-run capsule pairs iconic archival silhouettes with elevated materials designed to act as a living canvas for the wearer. Built for the denim enthusiast and with the premium consumer in mind, the collection combines signature details like the brand’s “7 Icons” with uncompromising materials including raw Japanese selvedge denim, full-grain suede, plush shearling, and iconic copper hardware. Designed to evolve with every wear, each piece is meant to be lived in and made personal over time.

The collection draws its name from Blue Bell Inc., the early 20th-century workwear company that acquired the Wrangler brand in 1943. The Blue Bell name represents more than just a founding story; it embodies the grit, determination, and utility that built American workwear. This capsule honors that foundation, reimagining those utilitarian origins for today's consumer while staying true to the authenticity that has defined the brand for generations.

"We looked deep into our archives to craft pieces that serve as a blank slate for the wearer, elevating the rugged utility of our past into this premium collection," said Vivian Rivetti, Vice President of Global Design. "By incorporating exceptional materials, trims, and finishes, we have engineered styles built to be worn in, ensuring that every fade, crease, scuff, and wear pattern becomes uniquely yours with time. We see this collection as our way of carrying our heritage forward, creating products designed to be lived in, shaped by experience, and uniquely defined by the wearer, delivering our true brand authenticity."

“While Wrangler has a celebrated history of high-profile partnerships, the Blue Bell Collection marks our first standalone entry into the premium space,” said Holly Wheeler, Vice President of Global Brand Marketing. “What sets this launch apart is the caliber of materials we've brought to that heritage. Every detail reflects the authenticity and purpose that has defined Wrangler from the beginning, while speaking to today's consumer demand for genuine, uncompromised design. The result is a bold new chapter for Wrangler: a modern expression of authentic heritage that remains true to its roots, built to take on character and tell a story with every wear.”

Defining pieces from the collection include:

• Cowboy Cut® Raw Selvedge Jean: Made for those who appreciate denim in its purest form, this jean is built to be broken in. Cut from raw Japanese selvedge boasting our distinct "Wrangler Blue" cast, it starts crisp and unmarked, ready to take on your story with every wear. This elevated take on the original 13MWZ stays true to its roots, paying homage to the original cowboys by meticulously incorporating Wrangler's legendary “7 Icons.” Copper hardware, the self-finished edge, and a “Made in Japan” woven label reveal craftsmanship that only gets better with time.
• Leather Aviator Jacket: Built for colder routes and sharper style, this jacket brings a rich take to a time-tested silhouette. Translating military functionality and durability through the Wrangler lens, this piece is crafted from hand-crafted leather. It carries a smooth, weighty feel with a depth of color that only gets better with wear—softening, creasing, and evolving into something distinctly your own. With a sherpa lining at the collar and a quilted lining through the body, this jacket delivers warmth you can count on and a bold textural contrast at the edges. Large flap pockets anchor the front with a utilitarian edge, while the clean lines and heritage-inspired design keep the look timeless.
• Cowboy Cut® Suede Jean: Cut from a different kind of cloth, this suede jean reimagines our most iconic fit in rich, full-grain suede. In a deep cognac hue, it brings a refined edge to a silhouette built on decades of Western legacy. Made from 100% leather and lined in cotton for comfort, this elevated take on the 13MWZ stays true to every defining detail. The structure is familiar, but the feel is entirely new—soft, substantial, and made to stand apart. Finished with a clean edge that is meant to be cuffed or rolled, this pair holds onto the spirit of the originals while pushing into something more collector worthy.
• Suede Shearling Wrangle Coat: This suede shearling jacket redefines Western outerwear through texture and attitude. Modeled after our iconic range coat from the 1950s—which was crafted to cover the cowboy's legs on horseback while keeping him warm—this silhouette is cut in a relaxed fit, crafted from rich chocolate torte suede, and framed with plush, shearling trim throughout. Zig-zag stitching traces the front while an asymmetrical placket buttons all the way up into a shearling collar, designed to wrap you in when the temperature drops. Western yokes lend structure and heritage, grounding the look in Wrangler DNA.

Starting Sept. 16, customers can explore heritage styles and shop the full collection on Wrangler.com. Designed to expand Wrangler's distribution into top-tier boutiques and premium retail environments globally, the brand plans to expand availability to select retailers for future collections. The Fall26 Blue Bell collection will range in price from $399.99 to $1,399.99.

Media Note: High-resolution lifestyle imagery, product flatlay imagery, and the Fall26 lookbook are available for download.

ABOUT WRANGLER

Wrangler®, of Kontoor Brands (NYSE: KTB), has been an icon in authentic American style for more than 75 years. With a rich legacy rooted in the Western lifestyle, Wrangler is committed to offering superior quality and timeless design. Its collections for men, women, and children look and feel great, inspiring all those who wear them to be strong and ready for everyday life. Wrangler is available in retail stores worldwide, including flagship stores in Fort Worth and Greensboro, department stores, mass-market retailers, specialty shops, top western outfitters, and online. For more information, visit Wrangler.com.