In 1943 Blue Bell acquired the rights to a rarely used name brand - Wrangler and the legendary brand was born

Wrangler hired Ben Lichenstein known as Rodeo Ben to design and develop a cowboy jean that could be mass produced. Rodeo Ben was a specialty tailor with a special love for rodeos and the western cowboy lifestyle. He had made customised western clothes for many of the famous cowboy film stars in the 30's and 40's. Among his clients were Gene Autry, and Hopalong Cassidy. Ben also developed outfits for country western music stars Hawkshaw Hawkins, Jimmy Dean and later, "Rock and Roll" great, Bill Haley and the Comets.

Wrangler quickly established a reputation for toughness and quality that made it the preferred jean for cowboys and cowgirls everywhere. Today 97% of Pro Rodeo cowboys & cowgirls wear Wrangler and you can too!

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