WRANGLER PARTNERS WITH LIL NAS X ON NEW PROJECT

With the country/rap crossover hit “Old Town Road” from Lil Nas X skyrocketing to No. 1 on the Billboard charts, the Wrangler brand has announced that it has partnered with the artist and Columbia Records to release exclusive behind-the-scenes footage from the filming of this summer’s most highly-anticipated music video for the first time ever on a pair of jeans.

As part of the partnership, the denim brand has launched the Wrangler Lil Nas X collection in conjunction with the “Old Town Road” music video release. Select pieces of the limited collection are available now for men and women for $39-$149 exclusively on Wrangler.com/Booty.

“As an iconic brand in fashion, we have shown up in music, film and popular culture for decades, but this is the first time our jeans are actually the key to unlocking a behind-the-scenes look at the making of a chart-topping hit,” said Jenni Broyles, VP/GM of Wrangler North America. “We’re incredibly excited about the success of ‘Old Town Road’ and our partnership with Lil Nas X. It is another great example of the power music – and in our case, fashion – has to unite and inspire us all.”

“When thinking about partners for Lil Nas X, Wrangler immediately came to mind because of the organic use of the lyric in ‘Old Town Road’,” added Jennifer Frommer, SVP of Brand Partnerships at Columbia Records. “The phenomenon surrounding the track has broken boundaries and allows for a brand like Wrangler to hone in on its Western DNA while tapping into current culture.”