Wrangler has released an apparel and accessories collection in partnership with Texas-based fast food chain Whataburger, according to a press release.
The 33-piece assortment includes orange-and-white striped shorts and jeans echoing Whataburger’s signature franchise design, as well as trucker jackets, a “flavor-filled” denim vest, hoodies,T-shirts and hats, per the release. Some pieces feature branded patches, while others incorporate the Whataburger “Flying W” logo. The hamburger-inspired line is available via the websites of both brands, and prices range from $34.99 to $89.99.
This collaboration, which launched just ahead of the start of rodeo season, was designed to “capture the hearts of fashion and food enthusiasts” by tapping into both brands’ “deep-rooted connection to Texas culture,” per the release.
“Here at Wrangler, we’re all about weaving our heritage into something fresh for today,” John Meagher, vice president of global brand marketing at Wrangler, said in the release.
Whataburger’s Chief Marketing Officer Scott Hudler added that the collaboration was a testament to the shared roots of both companies.
“Think timeless style with a splash of spicy,” Hudler said. “We’re thrilled to give fans a way to wear their love for these two brands!”
The Whataburger collection aligns with Wrangler’s moves to lean more into its westernwear roots, but the brand also has been pursuing several high-profile commercial partnerships in recent years.
In 2023, Wrangler partnered with the Mattel owned “Barbie” brand for a collab that coincided with the release of a blockbuster “Barbie” movie. Scott Baxter, president, CEO and chair of parent company Kontoor Brands, called that capsule line the jeanwear label’s “best and fastest-selling collaboration ever” in a November 2023 call with investors.
Other recent joint ventures for Wrangler have included 2024 collections with the Mattel-owned Hot Wheels brand, a third collaboration with fashion brand Staud and a line with retailer Pacsun that targeted Generation Z.
The collaborations appear to be working.
In its earnings posted earlier this week, Kontoor said Wrangler revenue grew 3% to $1.81 billion for fiscal 2024 and 9% in the fourth quarter.
