After announcing its new multiyear licensing agreement with Kontoor Brands to design, source and market men’s, women’s and children’s footwear under the Wrangler brand in July, Genesco Brands Group’s first shoe collection for the denim label is making its debut.
On display during FFANY at Genesco’s 1410 Broadway showroom in NYC, the new Wrangler footwear collection is focused on four clear worlds – Western, work, outdoor and fashion.
“In our first collection, we’re really focused on Western, work and outdoor with boots and shoes,” Rick Higgins, president of Genesco Brands Group, told FN, SJ’s sister publication, in an interview. “The styles are built to be worn all day, not just for a moment. And that’s really inherent to what the Wrangler consumer is looking for. It’s honest materials, with real comfort underfoot, and a look that feels unmistakably Wrangler from the second you see it.”
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As for how retailers are responding to the line, Higgins noted that buyers have been “incredibly positive” so far.
“Retailers see Wrangler footwear as an opportunity to bring a trusted, iconic name into the Western, work, and outdoor categories where the brand already resonates deeply,” the executive said. “What’s connecting most is the long-term vision – this isn’t just a small capsule, or a limited-time drop. There’s a clear roadmap across categories and genders, giving retailers confidence to build a lasting business around it.”
Looking ahead, Genesco is set to open a permanent home for its Wrangler footwear range at the Dallas Market Center next month.
“We are opening a new space at the market center just in time for the WESA trade show in late January,” Higgins added. “This is something entirely new for our organization – to show up in Dallas market at WESA – which is clearly the trendsetting show that you have to be at in the Western category.”
The launch of Wrangler footwear comes as Genesco Brands Group continues to refine its assortment following a strategic look at its portfolio. The division of the Nashville-based company recently found success with the transformation of its Dockers shoe license earlier this year.
In May, Higgins told FN that the company has been laser focused on evolving Dockers’ shoe offering away from just an assortment centered around classic dress silhouettes. “We saw an opportunity to repurpose that legacy and build something that better fits today’s consumer,” Higgens said at the time. “The market is constantly moving, and our customer is looking for footwear that delivers on comfort and versatility along with the right look, and that’s exactly where we’ve taken the line.”
In August, Genesco reported net sales in the second quarter of fiscal 2026 increased 4 percent to $546 million compared to $525 million at the same time last year.
The company noted that the overall sales increase for the second quarter was driven by an increase of 6 percent at Journeys, an increase of 2 percent at Schuh and a 5 percent increase at Genesco Brands, partially offset by a decrease of 3 percent at Johnston & Murphy.
The company will report its third quarter results on Dec. 4.
