Whataburger and Wrangler have announced a unique collaboration, set to launch in spring 2025. The two Texas-based brands will debut a limited-edition collection of 24 pieces, including denim jackets, vests, jeans, graphic t-shirts, and ball caps. The partnership, which was unveiled during the Wrangler National Finals Rodeo (WNFR) in Las Vegas last week, celebrates the shared Texas roots and the rising nationwide popularity of “cowboy culture.”
Both companies have deep ties to Texas, with more than 75 years of history each. This collaboration, years in the making, reflects their mutual commitment to Texas heritage. Rachael Jones, Whataburger’s director of licensing and retail operations, said the collaboration had been a long time in development, with several iterations of the collection before settling on the final designs.
“We wanted the collection to reflect the legacies of both brands,” Jones said. “It’s a fun way to give fans something new, while letting them show off their pride for their hometown burger joint.”
The 24-piece line blends vintage and modern elements, with orange-and-white-striped pants, cowboy-themed patches, and denim items that evoke both brands’ iconic styles. The designs were carefully selected to tell the story of Whataburger and Wrangler while resonating with fans.
The clothing line was modeled by rodeo champions Kash Loyd, a 16-year-old junior world champion bareback rider, and Bob Tallman, a renowned rodeo announcer. A marketing campaign featuring vintage Whataburger locations and cowboys ordering burgers on horseback will accompany the release.
Scott Hudler, Whataburger’s Chief Marketing Officer, noted that the partnership taps into the shared culture of rodeo fans and Whataburger customers. “After rodeos and football games, people are heading to Whataburger,” Hudler said. “And we believe many of those customers are wearing Wrangler products when they stop by our restaurants.”
While the collection is rooted in Texas pride, it will also help Whataburger expand its reach beyond its home state.
Wrangler’s extensive national presence is expected to introduce the beloved burger brand to customers outside its traditional market.
This collaboration is just the latest step in Whataburger’s strategy to broaden its brand beyond food. The company has previously ventured into retail with products such as dog leashes, holiday pajamas, and custom t-shirts. These efforts have solidified Whataburger’s position as a lifestyle brand that resonates with its loyal fan base while attracting new customers.
The WhataWrangler collection will be available in limited quantities starting in spring 2025. Fans can purchase the exclusive line through Whataburger’s and Wrangler’s websites, as well as at select Western retailers across the country.
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