Wrangler and Coors Banquet stitch country music into fashion

At the centre of the collection is a limited-edition pair of jeans called Beer Chords

Wrangler and Coors Banquet have launched a third collaborative apparel collection, combining elements of Western culture, country music and denim craftsmanship through a limited-edition range created with country artist Chase Rice.

The collection builds on the longstanding partnership between the two brands and introduces a music-inspired concept that connects the apparel launch with the release of Rice’s upcoming single, Connie Lou.

Music and fashion combined in apparel launch

At the centre of the collection is a limited-edition pair of jeans called Beer Chords. The denim features guitar chords from Connie Lou printed directly onto the fabric using ink made with Coors Banquet beer.

The song, inspired by the story of Chase Rice’s parents and their experiences within rodeo and Western culture, is being introduced to fans through the apparel collection ahead of its official release.

Chase Rice: "Coors Banquet has been part of my story for a long time - from my dad holding two Banquets on the cover of the Cowboys record to writing songs like 'Mr. Coors,' it's always represented something real in my music. That's why this collaboration felt natural.

"'Connie Lou' is inspired by my parents' story and the kind of life I grew up around - rodeos, small towns, hard work and cold beer at the end of the night - which is exactly the kind of life Coors Banquet and Wrangler represent, too."

Collection includes 32 apparel pieces

The collection features 32 items across men's and women's apparel, alongside co-branded accessories.

Products include the Denim Jersey, Brushpopper Cowboy Cut Work Shirt, Men's Wrangler 13MWZ Cowboy Cut Jeans, Women's Reworked Short, Women's Printed Vest and Bailey Flare Jeans.

A total of 250 pairs of the Beer Chords jeans will be released in two drops through the Coors online store.

Focus on country culture and festival season

According to Wrangler, the collection is designed to reflect both festival culture and the practical heritage associated with Western apparel.

Holly Wheeler, Vice President of Global Brand Marketing, Kontoor Brands: "Wrangler has been the unofficial uniform of country music for decades, seen on the legends on stage as well as the fans in the front row. Our partnership with Coors Banquet honors that heritage, blending festival style with rugged functionality. This collection is for those who live for the music and the Western lifestyle, designed to withstand the energy of a summer crowd and the grit of the open range alike."

Campaign supports emerging artists

The launch forms part of Coors Banquet's Start Your Legacy platform, which focuses on supporting emerging talent and celebrating stories connected to Western culture.

As part of the campaign, aspiring musicians will be invited to participate in a Connie Lou cover contest, with the winner receiving the opportunity to perform the song live on stage with Chase Rice.

Matt Carpenter, Vice President Marketing, Coors Family of Brands: "Coors Banquet has always been deeply rooted in the moments and stories that shape country culture. This collaboration with Wrangler and Chase Rice brings that spirit to life, turning an authentic personal story into something fans can connect with on a deeper level, from the music itself to the craftsmanship behind the 'Beer Chords.'"

www.coors.com

www.kontoorbrands.com

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