Global denim brand Wrangler and fragrance house Tru Western have launched a new collection of colognes inspired from the rugged confidence and bold spirit and lifestyle of the American cowboy. The new line is rolling out in time for the holiday shopping season and rodeo’s biggest event of the year, the Wrangler National Finals Rodeo (December 7-16, 2023).

What we wear - clothing or fragrance - has a tremendous influence on our mentality and mood,” said Jenni Broyles, senior vice president, Wrangler. “In collaborating with Tru Western, we wanted to create an original fragrance that transcends time and season to capture a scent that transports you to the beautiful, great expanse of the American West.

Wrangler Original Cologne for men features bright citrus and rough-cut cinnamon threaded with wild lavender, cardamom herb and warm resins to create a masculine and quintessentially cowboy scent. While Wrangler Original Perfume for women mixes notes of sun-ripened blackberry, juicy pear and wild blooms infused with a soft musk to create an effortless fragrance.

The packaging is an ode to the earliest cowboys who wore Wrangler denim. The brand’s signature 13MWZ and 14MWZ ‘Cowboy Cut’ Jeans with denim distressing are debossed on each carton and the internal box is adorned with vintage Wrangler bandana artwork. The iconic “W” stitching is embedded on each glass bottle, capped with a copper finish and branded button imprint.

The fashion, luxury and fragrance categories will be forever influenced and inspired by the western lifestyle and the real cowboys of the American West,” said Jake Nagle, vice president brand growth, Tru Western. “It is an honor to translate such an iconic brand like Wrangler into a fragrance. Together, with our fragrance house partner, Firmenich, we’ve created two iconic year-round scents for consumers living the authentic western lifestyle as well as those who are simply inspired by it.

Part of the Tru Fragrance & Beauty portfolio of brands, Tru Western honours authentic western style through a portfolio of signature fragrances including Yellowstone, Professional Bull Riders, and now Wrangler.