Promotion Marketing Tool
This vintage Wrangler denim banner from my archive dates back to the 1970s. These kinds of banners were produced as a promotional marketing tool for stores. At that time there wasn’t internet or social media of course, so all the major denim brands act differently to market their brand in, and also outside, of the stores to promote their collections.
Made In Small Runs Only
These denim banners were also used to promote the brand at rodeo events. Sometimes they were the main sponsor of such an event or a bull rider, so it was important to be visible and to boost their brand. They were silk-screened, and as the denim degrades the silk-screen after several hundred impressions, they were made in small runs only. So, in fact, they were made as limited editions, but not with this premeditation.
The Graphic Design On The Denim Banner
This Wrangler denim banner is made from right-hand denim fabric with a plain selvedge ID. On top of the banner, they printed ‘Wrangler Jeans – Worn by Champion Cowboys’. This statement was made as Wrangler focussed on the Western market as rodeo riders, but also the popular ranch life and farmers. In the middle of the banner, they placed a graphic design from a horse which is designed of the Wrangler brand name. And, the bottom shows ‘Unconditionally Guaranteed’. A reference to their Western lifestyle focus, and the rodeo champs wearing their jeans.
In the corners of the denim banner, they added eye-lets, so you could easily hang them on a wall.
Hard To Get Collector Items
Nowadays these kinds of denim banners are true collector’s items. They’re hard to get as they were not made to sell as they were produced as a marketing tool for the brand. Now, every now and then they show up on (online) auctions like eBay and end up with high prices unless luck is on your side. It’s a great piece of American denim history, and in this case, a piece of Wrangler history too.