This fall, Wrangler’s deep roots in country music and its growing presence in outdoor apparel come together in perfect harmony.
On Thursday, the brand unveiled a Fall 2025 campaign for the All Terrain Gear (ATG) collection starring ACM New Male Artist nominee Tucker Wetmore. It is Wrangler’s first celebrity campaign for ATG.
Known for his RIAA Platinum-certified debut singles like “Wine Into Whiskey” and “Wind Up Missin’ You,” the Kontoor-owned heritage brand said Wetmore has a genuine connection to the outdoors and a hardworking ethos that resonates with ATG consumers.
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“A true outdoorsman from Kalama, Washington,” Wrangler said Wetmore “embodies the spirit of rugged versatility and modern outdoor living that defines this collection.”
The musician’s affinity for the brand began at early age. “Getting to team up with Wrangler for this campaign feels like a full circle moment. I’ve been wearing their jeans since I was a little kid attending my first ever rodeo and now I get to represent the brand while doing what I love,” Wetmore stated in a release.
He added that ATG fits into his lifestyle “no matter where the road takes me—on stage, out on the water, you name it.”
The outdoor category accounts for approximately 10 percent of Wrangler’s sales.
With fabrics that provide 4-way stretch, wicking, UPF protection and water repellency, the fall collection showcases Wrangler’s continued evolution into high-performance, functional apparel designed for the demands of diverse environments. Styles maintain durability and authentic style the Western brand is known for.
A wind and water resistance Trucker Jacket is fully insulated for warmth without bulk and features a 100 percent cotton outer with UV protection. The jacket has classic “W” stitching, chest flap pockets, zip hand pockets, and durable elbow patches.
The Salida Shirt—a lightweight, stretchy cotton blend with moisture-wicking—blends Western style with outdoor performance. The Adventure 365 shirt has a more relaxed fit, chest pockets and a built-in sunglass cleaner. The water-repellent Windward Utility Pant has fleece lining for warmth. All three styles deliver UPF 40+ protection.
A Reversible Vest comes in true constructions: a water-repellent, wind-resistant nylon shell with UV protection or lined with soft sherpa for warmth.
The collection is available now on Wrangler’s website.
