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Vishal Khairnar
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Wrangler Partners with CAPX to Launch Elevated Headwear Collection
Denim and lifestyle brand Wrangler is stepping further into lifestyle fashion with a new multi-year licensing agreement with CAPX, a headwear innovation lab. The partnership aims to introduce an elevated line of headwear, expanding Wrangler’s reach beyond denim into a broader lifestyle category.
A Cross-Category Lifestyle Move
Wrangler emphasizes that the move reflects its strategy to evolve into a cross-category lifestyle brand. The new collection is designed for consumers “who live with purpose and express identity through what they wear,” offering quality, comfort, and character in every piece.
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Signature Wrangler Details:
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Iconic ‘W’ stitching
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Copper hardware
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Leather patches sourced from the same suppliers used for Wrangler denim
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Standardized Fit System:
Each cap will feature a model number inside the lining, corresponding to one of over 45 shapes developed by CAPX. This system is designed to educate consumers on fit and structure, simplifying the discovery and purchase of similar styles.
Expertise and Innovation
The collaboration leverages CAPX’s industry-leading innovation and manufacturing capabilities, enabling Wrangler to redefine consumer expectations for headwear in terms of craftsmanship, design, and comfort.
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Steve Armus, VP of licensing and collaborations at Wrangler:
“Headwear is an essential part of the Wrangler consumer’s lifestyle. 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.”
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David Gormley, founder and president of CAPX:
“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.”
What to Expect
The upcoming headwear line will merge Wrangler’s heritage with cutting-edge design, offering a curated selection of caps and hats that reflect the brand’s American lifestyle ethos while appealing to style-conscious consumers seeking functional yet distinctive accessories.
This collaboration marks a significant step in Wrangler’s expansion beyond denim, cementing its position as a cross-category lifestyle brand while celebrating its 78-year heritage of iconic American style.
