Cast your minds back to 1947. Cowboys across American were struggling to find jeans that could put up with all the hootin’ and hollerin’ that came part-and-parcel with rodeo riding.

What were these equestrian-riding daredevils to do?

Enter Wrangler (formerly known as the Blue Bell Overall Company).

With the help of a man known as ‘Rodeo Ben’, a real rootin’, tootin’ (we’ll stop the naff Wild West jargon now) cowboy, Wrangler designed the first jeans solely for rodeo use. After Ben convinced several well-known rodeo riders to endorse the new design, Wrangler garb became the go-to uniform of the modern-day cowboy.

We used to stock Wrangler way back when, and we’re pleased to welcome it back into the fold.