Western cuts, cowboy fades and robust denims – there’s only one brand of jeans that the pro-rodeo riders swear by, and that’s Wrangler.

Wranglers have been in the game since 1947, when the Blue Bell Overall Co. in Greensbro, North Carolina, hired a Polish tailor known as ‘Rodeo Ben’. His job was to design a pair tough enough for professional cowboys – built with felled seams, reinforced pockets and heavyweight denim for rough outdoor lives and long days in the saddle.

That original spirit hasn't changed much. What’s changed is who's wearing them. These days you’re as likely to find Wranglers on a van-lifer driving the North Sea Coast as on a ranch hand in Wyoming – but the appeal is the same: jeans that are built to work hard, look good broken in, and go the distance.

This is denim for life in the open-air. Relaxed fits that move with you. Durable fabrics that soften over time without falling to bits (and look even better when they eventually do). Cuts that work with Converse, cowboy boots and everything in-between. Get them dirty, put them through their paces and wear them for weeks on end. It’s what they were built for.