Wrangler and Yellow Rose by Kendra Scott are keeping a good thing going.
The duo launched a second apparel collection on Tuesday, offering tees and denim pieces that celebrate the modern cowgirl through Wrangler’s heritage designs and signature Kendra Scott shapes and accents.
The 10-piece collection includes two denim skirt and vest sets, a pale yellow eyelet button-down shirt, a pair of light wash cutoff denim shorts, two denim jackets, a denim trouser and blazer set and two graphic tees. Details include smooth gold hardware, western yoke accents and floral embroidery.
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Some pieces like the embroidered denim jacket, denim trouser and blazer are popular carryovers from their first collaboration refreshed in new colorways.
Kontoor Brands-owned denim brand debuted its first collection with the Southwest-inspired sub-brand by Texas-based designer Kendra Scott in January 2024. In addition to apparel, the collection included Wrangler-branded jewelry.
The collaboration is an example of Wrangler’s strategy to grow its women’s business. Along with working with ACM 2024 Entertainer of the Year Lainey Wilson, the brand has teamed up with Staud, Pacsun and Happy Socks for collections that interpret its western aesthetic in new and surprising ways.
Wrangler is also gearing up for activations at Stagecoach, the country music festival held in Indio, Calif. April 25-27. Visitors to The Wrangler Ranch will have access to meet and greets with artists Carter Faith, John Morgan and Alexandra Kay, exclusive Stagecoach merchandise and a custom denim bar.
On April 26, Wrangler will host an invite-only party with Patrón. Wrangler will wrap up the weekend on April 27 with a Western pool party with music by Midnight Cowgirls featuring Nikki Lane, and other surprise performances.
