The NFC tags, when scanned with a phone, direct users to a customized webpage offering in-depth content on Wrangler’s 77-year history.

Sean Gormley, Wrangler’s global creative and concept director, emphasized the community’s interest in the brand’s history, stating, “It makes the feeling of being a customer richer if the brand is willing to reveal more about what goes into the product or how it’s made.”

The collection also includes decades-old Wrangler pieces reportedly found in a German barn and purchased by Gormley on Instagram.

These vintage pieces align with Wrangler’s Reborn program, focused on reviving old garments with captivating stories.

NFC chips, slated to be integrated into Reborn items over the next few years, enable tracking throughout an item’s lifespan, allowing for updates on its metadata with each scan, resale, or transfer.

Wrangler aims to provide shoppers with useful information on identifying authentic vintage Wranglers, enhancing the customer experience. Wrangler’s venture into Web3 technology aligns with its tradition of innovation.

In 2022, Wrangler collaborated with Leon Bridges to auction a “Mr. Wrangler Legendary” NFT, commemorating its 75th anniversary, with plans to expand its NFT offerings this year.

Kontoor Brands, Inc., the parent company of Wrangler and Lee, continues to position Wrangler at the forefront of blending tradition with cutting-edge technology in the fashion industry.