75 years and Wrangler is going srong. Few labels stand the test of time. Even fewer can claim the distinction of being among America’s most enduring denim brands.

In a retail landscape now teeming with direct-to-consumer upstarts aiming to strike gold on Instagram, the company is focused on meeting consumers where they are instead of banking on continued loyalty.This is a brand that has never sat still. Championing innovation, whether it takes the form of new product lines, silhouettes, fabrications or marketing strategy, has been central to Wrangler’s staying power.

The brand was founded, basically, on meeting the needs of working cowboys, filling the need for a jean that could withstand the rugged lifestyle of the West.For Wrangler, durability and value are things that have continued to propel the brand forward, even as times have changed, and fashion trends have come and gone. Wrangler is using the spotlight on Western fashion as an opportunity to broaden its appeal. Wrangler will continue to champion the unique look and feel that has made it beloved over the years, while becoming more accessible to new consumer groups.

From a distribution standpoint, from a price point standpoint, from a geography standpoint, from a diversity standpoint, Wrangler wants to be a brand shoppers can see themselves in.