Foundation & Incorporation
Wrangler stands today as one of the three denim giants of the world, alongside Lee and Levi’s.
Its story began in the late 1800s in the American South. In 1897, a 20-year-old farm boy from Tennessee named C.C. Hudson set off on a 500-mile journey to a textile town in North Carolina. There, he found work in an overall factory, earning just 25 cents a day. It was in that factory that Hudson developed a deep understanding of denim craftsmanship and American workwear.
When the factory closed seven years later, Hudson and his brother Homer bought a few sewing machines from their former employer and set up shop in an attic above a grocery store. They called their fledgling operation the Hudson Overall Company, producing handcrafted workwear for hardworking Americans.
Expansion
By 1919, after years of growth, new equipment, and hiring more workers, the brothers moved into a larger space and rebranded as the Blue Bell Overall Company.
In 1936, Blue Bell was purchased by Big Ben Manufacturing, leading to the release of a revolutionary product: the Super Big Ben Overalls, made with pre-shrunk (sanforized) denim. This innovation ensured that jeans shrank less than 1% with each wash—a first in American workwear.
Sadly, soon after this breakthrough, founder C.C. Hudson passed away.
The World of Rodeo
Building on their success, Blue Bell acquired the Casey Jones Company, along with its brand name Wrangler. Looking to connect with America’s rodeo culture, the company enlisted celebrity tailor Rodeo Ben to design jeans specifically for cowboys. The result was the legendary 13MWZ—a pair of jeans built for durability, comfort, and authentic Western flair.
Famous rodeo stars like Jim Shoulders, Bill Linderman, and Freckles Brown proudly wore Wrangler jeans, helping to cement the brand’s cowboy heritage.
Jim Shoulders even became the official face of Wrangler, winning 16 world championships while wearing the jeans—a partnership that would last an incredible 58 years, marking one of the longest sponsorships in sports history.
Further Growth
Throughout the 1950s, Wrangler thrived. Postwar America had fallen in love with denim, and Wrangler met the demand head-on.
The brand continued to build its reputation through iconic sponsorships—becoming the official partner of the Pro Rodeo Cowboy Association, sponsoring NASCAR legend Dale Earnhardt (and later his son), and even providing costumes for the 1992 country film Pure Country.
By 1996, Wrangler had become a household name—one in four American men owned a pair. The brand’s mix of authenticity, craftsmanship, and cultural relevance had made it a defining symbol of rugged Americana.
Wrangler Today
Although Levi’s may now hold a larger global market share, Wrangler remains a powerful name in denim and a proud guardian of Southern heritage.
The brand continues to celebrate its roots through its media platform, WranglerNetwork.com, launched in 2013 to showcase all things rodeo, NASCAR, and country music.
Today, slipping into a pair of Wranglers is still a nod to the spirit of the Wild West—a timeless connection to authenticity, grit, and individuality.
For those who appreciate the legacy of American denim, you can explore and shop Men’s Vintage Wrangler Jeans—authentic pieces from decades past—at Brag Vintage, where true craftsmanship never goes out of style.
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