Global jeans giant enters fishing market

Wrangler, the global jeans brand, has moved into the fishing market with the launch of a new line of ‘high performance’ apparel. The company will also become the official sponsor of the Major Fishing League (MLF) Bass Pro Tour in 2022.

The Wrangler Angler Collection is an expansion of the successful All Terrain Gear (ATG) range and is a direct response to the increased interest in fishing over the past few years, says the North Carolina company.

“With the launch of the ATG Wrangler Angler Collection, we are harnessing our unique understanding of the importance of durability and versatility for outdoor apparel to bring style and comfort to the sportfishing space,” said Tom Waldron, EVP, Co-Chief Operating Officer and Global Brand President at Wrangler. “At Wrangler we are committed to strategic growth that is true to our roots.”

The new collection will include apparel for both men and women, with key products including shirts, hooded tees, shorts and dresses.

Aligning with the MLF Bass Pro Tour further emphasises Wrangler’s intent in the fishing market. “We are proud to associate with a brand that’s helping to address some of the biggest issues that anglers face when shopping for typical fishing attire,” said Jim Wilburn, President and CEO of MLF.

“The collaboration is a natural fit for MLF as the Wrangler brand feels synonymous with what we and the sport are all about – hard work, an adventurous spirit and courageous individuality.”

Wrangler is available in retail stores worldwide, including flagship stores in Fort Worth and Greensboro, department stores, mass-market retailers, specialty shops, top western outfitters and online.