Wrangler Drops Rodeo-Inspired Capsule Made with White Oak Selvedge

The legacy of Cone Denim’s White Oak plant lives on.

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On Thursday, Wrangler launched a men’s collection made with selvedge from the shuttered mill. The fabric is a 3×1 right hand twill, 14 oz. 100 percent cotton raw indigo, with red selvedge ID. Vivian Rivetti, VP of design for Wrangler, said the denim was the last off the plant’s iconic shuttle looms.

The limited-edition collection includes “legacy-worthy western styles ” such as the classic 13MWZ cowboy cut jean and the 22MJZ Trucker jacket. The garments pay homage to Wrangler’s heritage with details like original copper hardware, ‘W’ embroidery, and 7 belt loops.

The collection retails for $99.99-$265 and is available on Wrangler’s website.

“We loved being able to rebuild and honor the superior quality of denim created with the ‘last-of’ the true Cone Denim White Oak selvedge woven in Wrangler’s hometown of Greensboro, NC. With its inherent character and texture from these vintage looms, the limited-edition styles offer that highly coveted, once in a lifetime original piece that becomes one’s personal relic,” Rivetti said.

In 2017, Cone Denim shut down the Greensboro plant after 112-years continuous production of selvedge denim. Significantly higher manufacturing costs and waning demand for the niche product led to the closure, leaving many designers and brands grappling with the loss of a one-of-a-kind U.S. supplier.

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Wrangler acquired the White Oak selvedge during the mill’s closure to preserve their neighbor’s high-end remnant fabric.

“Cone Denim’s famed White Oak plant is a true icon in the history of denim production that resonates deeply with consumers who appreciate the craft of denim-making,” Rivetti said. “By sourcing selvedge denim directly from the iconic denim plant, Wrangler is emphasizing its commitment to quality and heritage and underscoring its dedication to craftsmanship and authenticity. This collection offers those who love Wrangler, especially denim heads, a piece of history by reviving the mill’s last remaining yardage, creating legacy Western styles inspired by Rodeo Ben.”

While White Oak selvedge is dwindling, selvedge will be a part of Wrangler’s future.

“As we continue to think about selvedge, we will always be keeping authenticity and quality in mind, with that said we will be looking around the globe for the best options that would be right for our brand,” Rivetti said.

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