Wrangler to grow headwear with CAPX
Denim and lifestyle brand Wrangler is aiming to expand its market share in headwear with a new multi-year licensing agreement with CAPX_ a headwear innovation lab_ to introduce an elevated line of headwear.
In a statement_ Wrangler said the deal would allow it to grow its headwear market_ as part of its continued strategy to evolve into a “cross-category lifestyle brand_” and that the bold new line of headwear will be designed for its core customer “someone who lives with purpose and expresses identity through what they wear_” to complement their lifestyle_ “offering quality_ comfort_ and character in every piece”.
Wrangler also added that the move also reflects a shift towards elevated craftsmanship and cutting-edge design_ as it will be leveraging CAPX_s industry-leading innovation and manufacturing capabilities “to redefine what consumers can expect from Wrangler headwear”.
The new collection will feature distinctive Wrangler details_ including the iconic _W_ stitching_ copper hardware_ and leather patches sourced from the same suppliers used for Wrangler denim.
Each silhouette “will be meticulously crafted to meet Wrangler_s exacting standards” and will feature a model number printed inside the lining. This number refers to one of over 45 shapes developed by CAPX and serves as the foundation of their standardised fit system used across brands and industries. Wrangler said this approach will help “educate consumers on specific fit and structure of a cap they love_ making it easier to discover and purchase similar styles in the future”.
Steve Armus_ vice president of licensing and collaborations at Wrangler_ said: “Headwear is an essential part of the Wrangler consumer_s lifestyle. We see tremendous opportunity in headwear to reach a broader audience in meaningful new ways_ and CAPX is the ideal partner to help us do that.”
David Gormley_ founder and president of CAPX_ added: "We're excited and humbled to partner with the iconic Wrangler brand and represent its 78-year history. Wrangler is a true American lifestyle brand_ and headwear is an incredible opportunity to amplify its story."