Whataburger and Wrangler have announced a new, limited-edition fashion collaboration, unveiled during the 2024 Wrangler National Finals Rodeo (NFR). The event, held from December 5 to 14, serves as the championship for the Professional Rodeo Cowboys Association (PRCA) and is regarded as the premier rodeo event in the world. This annual competition, which has been celebrated since 1959, provided the perfect backdrop for the reveal of this exciting partnership.
The collection, set to debut in spring 2025, will feature a range of apparel, including denim jackets, vests, graphic T-shirts, jeans, and ball caps. Each piece draws inspiration from the two iconic “W” brands, blending Whataburger’s recognizable orange-and-white theme with Wrangler’s signature western style.
Rachael Jones, Whataburger’s director of CPG, licensing, and retail segment operations, has been involved in the collaboration since its inception in 2020. Jones described the process as a long journey, with multiple revisions to perfect the line. “This idea was many years in the making,” she explained in a statement. “We’ve worked back and forth on this line, and we probably had about three or four different iterations of what this collaboration would look like. We wanted clear nods to the legacy of both brands to reflect in the clothes. It’s such a fun way to do something different for our fans and allow them to feel proud of their hometown burger joint.”
The 24-piece collection will be available as part of Wrangler’s spring 2025 line and will include both men’s and women’s styles. Items will feature orange-and-white striped shirts, vintage graphic tees, long-sleeve denim shirts, trucker hats, and jeans. Women’s cut-off denim shorts will also be available, adorned with two Whataburger logos on the back pockets.
This collaboration adds to Whataburger’s growing list of brand partnerships, which have included collaborations with companies such as Magellan, Chubbies, Igloo, James Avery, Vineyard Vines, Staunch Traditional Outfitters, and Yeti.
Wrangler has also teamed up with a variety of brands, including Kendra Scott, Hot Wheels, Happy Socks, and PacSun.
The launch of this fashion line follows Whataburger’s recent “Sleigh the Holidays” promotion, which featured a range of holiday-themed gifts, including Fry Box Socks and an orange-and-white Christmas sweater. The items were designed to give fans of the brand a chance to wear their Whataburger pride during the festive season.
While the official release date for the Whataburger-Wrangler collaboration has not yet been confirmed, the collection’s anticipated debut is sure to attract attention from fans of both brands. Whataburger, known for its signature large burgers and iconic orange-and-white-striped restaurants, continues to expand its influence in the fashion world, while Wrangler’s rich heritage in western apparel remains a hallmark of quality and style.
Whataburger’s dedication to creating unique experiences for its fans, paired with Wrangler’s iconic heritage, is sure to make this collaboration a hit among fashion and rodeo enthusiasts alike.
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