Denim label Wrangler has teamed up with Lil Nas X on a capsule
collection and is offering fans exclusive behind-the-scenes footage from
the filming of his music video on a pair of jeans.
Fans of Lil Nas X can unlock the behind-the-scenes footage from the ‘Old
Town Road’ music video using innovative digital technology using a picture
of the back pocket of their Wrangler jeans stitched with the famous leather
patch to unlock the experiential preview.
The WranglerOnMyBooty.com website will also encourage fans to share
their Wrangler selfie on social media using the hashtag #WranglerOnMyBooty
as well as shop Wrangler.com for the new capsule collection.
“As an iconic brand in fashion, we have shown up in music, film and
popular culture for decades, but this is the first time our jeans are
actually the key to unlocking a behind-the-scenes look at the making of a
chart-topping hit,” said Jenni Broyles, VP/GM, Wrangler North America in a
press statement. “We’re incredibly excited about the success of ‘Old Town
Road’ and our partnership with Lil Nas X. It is another great example of
the power music – and in our case, fashion – has to unite and inspire us
all.”
Lil Nas X name-drops Wrangler in the country trap hit, rapping: “Cowboy
hat from Gucci, Wrangler on my booty.” The lyric highlights his affinity
for cowboy culture in the hip-hop hybrid song with Billy Ray Cyrus, and
sees Lil Nas X joined in the video with an array of Wrangler-clad
backsides.
The partnership also features a limited edition capsule collection
featuring ‘On My Booty’ denim shorts, an ‘Old Town Road’ denim shirt,
cowboy cut jeans with Wrangler across the booty, as well as a selection of
graphic T-shirts. The collection available for men and women is priced from
39-149 US dollars.
Images: courtesy of Wrangler
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