Denim brand Wrangler is expanding beyond jeans and workwear with a move into eyewear through a licensing agreement with FGX International.
The partnership allows FGX International to design, manufacture and distribute a collection of Wrangler-branded sunglasses and reading glasses inspired by the brand’s Western heritage and ‘everyday utility aesthetic’.
The brands have already launched products at selected retailers across North America and Latin America, with wider distribution throughout the year.
“We chose to partner with FGX International because of their unparalleled expertise and proven track record in delivering high-quality, accessible accessories,” said Douglas Parker, senior director of licensing at Kontoor Brands.
“This venture seamlessly translates our commitment to authentic, everyday readiness into a new category, allowing our customers to experience the Wrangler lifestyle and uncompromising value in a brand-new way.”
According to the companies, the collection aims to blend fashion and function, targeting consumers looking for affordable lifestyle eyewear. It will feature casual sunglasses and reading glasses designed for both work and leisure environments.
- Further reading: Wrangler taps Genesco to create footwear range.
