Wrangler announced the September debut of the premium Blue Bell collection. Drawing from the brand’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 selvage denim, full-grain suede, plush shearling and 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 selvage jean: Made for those who appreciate denim in its purest form, this jean is built to be broken in. Cut from raw Japanese selvage boasting a 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 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 Wrangler’s 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 Wrangler’s iconic range coat from the 1950s—which was crafted to cover a 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.
