Denim brands are expanding their footprint, literally.
Wrangler signed a new multiyear licensing agreement for Genesco to design, source and market men’s, women’s and children’s footwear under the Wrangler brand.
The first collection will launch in Fall 2026, offering a blend of classic Wrangler inspired designs and more trend-driven styles.
“We are thrilled to partner with Genesco, an industry leader with a proven track record of successfully interpreting brands and bringing compelling footwear to market,” said Steve Armus, vice president of licensing and collaborations at Wrangler. “This licensing agreement represents a promising opportunity to introduce Wrangler footwear to a wide audience. We believe this partnership will strengthen our brand presence and allow more consumers to experience the quality and heritage of Wrangler in an exciting new product category.”
Related Stories
The Kontoor Brands-owned heritage brand is familiar with the footwear category. Wrangler previously worked with Twisted X Global Brands for men’s, women’s and children’s footwear covering the Western, casual, outdoor, work and work/casual categories. That partnership has ended.
Rick Higgins, president of Genesco Brands Group, said partnering with Wrangler presents a “meaningful opportunity to accelerate growth in our Genesco Brands Group portfolio.” The Journeys owner also produces licensed footwear for Dockers, Starter and Pony.
“We’re excited to leverage our know-how to build a footwear assortment that honors Wrangler’s legacy of adventure, new frontiers and craftsmanship. From everyday workwear to casual lifestyle to Western-inspired silhouettes, we see significant potential to blend rugged authenticity with unique styling, storytelling, innovation and comfort,” he added.
Across the Atlantic, Diesel has partnered with Brazilian footwear brand Melissa on a collection of unconventional shoe designs inspired by optical art.
The collection introduces the Quantum Thong and Quantum Platform in sizes 5-10 and the Quantum Sneaker X in sizes 5-13.
Each style is made with Melflex, Melissa’s recyclable and flexible PVC, and features its signature bubblegum scent. The shoes come in a variety of transparent colors and opaque black.
The collection retails for $149-$319 and is available on Diesel and Melissa’s websites and in both brands’ stores worldwide.
