Wrangler, the denim and lifestyle brand owned by Kontour Brands, has entered into a multi-year licensing agreement with CAPX to launch a new line of headwear under the Wrangler brand. This licensing deal is said to mark “a pivotal step” in Wrangler’s continued evolution as a cross-category lifestyle brand.
The company said the agreement with the CAPX Headwear Innovation Lab “reflects a strategic shift towards elevated craftsmanship and cutting edge design to redefine what consumers can expect from Wrangler headwear.”
“We’re excited and humbled to partner with the iconic Wrangler brand and represent its 78-year history. Wrangler is a true American lifestyle brand and headwear is an incredible opportunity to amplify its story,” said David Gormley, founder and president, CAPX.
“The collection will feature distinctive Wrangler details, including the iconic ‘W’ stitching, copper hardware, and leather patches sourced from the same suppliers used for Wrangler denim. Each silhouette will be meticulously crafted to meet Wrangler’s exacting standards,” the company said in a media release.
As Wrangler continues to expand beyond denim, the brand said it “remains focused on its core consumer — someone who lives with purpose and expresses identity through what they wear.”
“Every cap, Wrangler models included, will feature a model number printed inside the lining. This number refers to one of over 45 shapes developed by CAPX and serves as the foundation of their standardized fit system used across brands and industries. This approach helps to educate consumers on specific fit and structure of a cap they love, making it easier to discover and purchase similar styles in the future,” the company said.
“Headwear is an essential part of the Wrangler consumer’s lifestyle,” said Steve Armus, VP of licensing and collaborations, Wrangler. “We see tremendous opportunity in headwear to reach a broader audience in meaningful new ways, and CAPX is the ideal partner to help us do that.”
Images courtesy Wrangler/Kontoor Brands
