Wrangler is moving upmarket with the launch of Blue Bell, a premium men’s collection centred on Japanese selvedge denim and elevated versions of its heritage workwear styles.

The collection marks Wrangler’s first standalone premium line and builds on the brand’s Western heritage with higher-end materials, including Japanese selvedge denim, full-grain suede, leather and shearling.

The range includes a Cowboy Cut Raw Selvedge Jean, based on Wrangler’s 13MWZ Cowboy Cut, alongside suede jeans, a leather aviator jacket and a shearling-lined coat inspired by a 1950s Wrangler design.

The Blue Bell name comes from Blue Bell Inc, the workwear company that acquired Wrangler in 1943. The collection uses archival Wrangler designs as a starting point while introducing premium fabrics and construction.

Wrangler VP of global brand marketing Holly Wheeler said Blue Bell represented the brand’s first standalone entry into the premium segment, following its previous collaborations with other brands and designers.

“What sets this launch apart is the caliber of materials we’ve brought to that heritage. Every detail reflects the authenticity and purpose that has defined Wrangler from the beginning, while speaking to today’s consumer demand for genuine, uncompromised design,” she said.  

“The result is a bold new chapter for Wrangler: a modern expression of authentic heritage that remains true to its roots, built to take on character and tell a story with every wear.”

The Fall 2026 collection is available through Wrangler’s online store, with plans to expand into select premium boutiques and retail environments globally.

• Further reading: Wrangler steps into the eyewear category.