Wrangler is expanding into eyewear through a new licensing partnership with FGX International, an EssilorLuxottica company, as the American denim label continues to broaden its lifestyle offering.
Inspired by rodeo fashion and Wrangler’s Western heritage, the new collection includes sunglasses and reading glasses designed to complement the brand’s existing apparel assortments. Select styles are already available across North America and Latin America, with broader distribution planned throughout 2026.
The eyewear range features polarized and scratch-resistant lenses, alongside frames made from recycled plastic materials. According to the companies, the collection was designed to reflect Wrangler’s positioning as an everyday lifestyle brand while offering products across multiple consumer needs, from workwear-inspired functionality to fashion-led accessories.
“Wrangler has always been dedicated to outfitting our consumers for every aspect of their daily lives, making eyewear a natural extension of our brand,” said Douglas Parker, senior director of licensing at parent company Kontoor Brands, Inc.
“We chose to partner with FGX International because of their unparalleled expertise and proven track record in delivering high-quality, accessible accessories. This venture seamlessly translates our commitment to authentic, everyday readiness into a new category, allowing our customers to experience the Wrangler lifestyle—and uncompromising value—in a brand-new way.”
As part of the launch, Wrangler eyewear will also be featured at a series of experiential activations throughout the year, including national rodeo competitions, Miss Rodeo America events and branded pop-up experiences.
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