Wrangler and Tru Western unleash essence of American West in new fragrance line

19 Oct 2023 --- Global denim brand Wrangler and fragrance brand Tru Western have joined forces to launch Wrangler Original Cologne and Perfume. The two brands share an affinity with Midwestern heritage and the cowboy design aesthetic, the first marketing rugged-style apparel and the latter offering scents emulating the American West.

“What we wear — clothing or fragrance — has a tremendous influence on our mentality and mood,” says Jenni Broyles, SVP at 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.”

Ode to Western heritage
The Wrangler Original Perfume for women harmonizes notes of sun-ripened blackberry, juicy pear and wild blooms, all infused with a soft musk.The new scents embody the confidence and essence of the American cowboy.

In contrast, the Wrangler Original Cologne for men blends bright citrus and “rough-cut” cinnamon with wild lavender, cardamom herb and warm resins, resulting in a “masculine and quintessentially cowboy scent.” 

“The fashion, luxury and fragrance categories will be forever influenced and inspired by the Western lifestyle and the real cowboys of the American West,” comments Jake Nagle, VP of brand growth at 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 and those inspired by it.”

The power of scent and style
These new scents embody the confidence and essence of the American cowboy. Wrangler has long been associated with classic western-inspired fashion, crafting jeans “by cowboys for cowboys” since 1947. 

Tru Western, a part of the Tru Fragrance & Beauty portfolio, is celebrated for its commitment to quality and genuine Western style through signature fragrances.

Aside from the American West in their scent profiles, their packaging is also an homage to the earliest cowboys who sported Wrangler denim. Each carton features the brand’s signature “Cowboy Cut” Jeans and vintage Wrangler bandana artwork. 

The glass bottles bear the iconic “W” stitching, adorned with a copper finish and branded button imprint.

The perfumes are scheduled to debut in time for the holiday shopping season and the prestigious Wrangler National Finals Rodeo. They can be found at Tru Western and in select retailers across the US. 

In other fragrance launches, a beauty biotech firm, Arcaea, launched a fragrance brand called Future Society with the debut of its Scent Surrection Collection — six perfumes derived from the sequenced DNA of extinct flowers.

Edited by Venya Patel