Wrangler, the denim desperado born in 1947 from North Carolina's Blue Bell Overall Company, has lassoed its way into a $1 billion jean juggernaut under VF Corp (now under Kontoor Brands), peddling Cowboy Cut pants and Western shirts that promise to tame the wild West of your wardrobe. From rodeo riders to urban cowboys, they stitch sturdy fabrics that hug hips and hold up to hay bales, turning everyday errands into a John Wayne walk-off. It's the brand that wrangles your legs into leather tough comfort, proving even city slickers can play pioneer without the blisters.

But saddle up for the woke rodeo: Wrangler's gone full yee-haw on progressive pledges, roping in DEI quotas to diversify the corral and ESG vows to make jeans as green as envy. They back Pride parades with rainbow reins, BLM bucks to "fight injustice," and racial equity reins that critics dub "virtue vaqueros." By 2025, amid corporate cool-downs, Wrangler's still galloping the inclusion trail, leaving traditionalists feeling like they've been bucked off a bull of baloney.