Coors Banquet, long favored by rockstars and a staple of cowboy culture, reunites with Wrangler, the legendary denim brand that has outfitted generations of Westerners, for their third collaboration. Together, the iconic brands bring a shared legacy of authenticity, craftsmanship and hard work to life through a limited-edition apparel collection.
The foundation of the collaboration builds on the brands' roots in country culture with the addition of award-winning country artist and longtime Coors Banquet fan Chase Rice. From the dusty campgrounds to the front row of the stadium, this collection celebrates the shared heritage of the artists and fans who define the soundtrack of summer with iconic denim, ice cold Banquet and music on repeat.
At the center of the apparel drop are "Beer Chords," a first-of-its-kind release that turns a country song into a wearable piece. The jeans feature actual chords from Rice's new single, "Connie Lou," printed directly onto the denim using Coors Banquet beer-based ink.
Rooted in the true story of his parents' early days, "Connie Lou" is inspired by a Western romance shaped by rodeo nights and cold beer, which is carried through to the "Beer Chords" in a first-of-its kind way. Before the song officially drops at midnight tonight, the Coors Banquet x Wrangler collection serves as the first place fans can experience "Connie Lou," turning the collaboration into both a fashion release and the song's world premiere.
"Coors Banquet has been part of my story for a long time - from my dad holding two Banquets on the cover of the Cowboys record to writing songs like 'Mr. Coors,' it's always represented something real in my music. That's why this collaboration felt natural," shares Rice. "'Connie Lou' is inspired by my parents' story and the kind of life I grew up around - rodeos, small towns, hard work and cold beer at the end of the night - which is exactly the kind of life Coors Banquet and Wrangler represent, too."
THE COORS BANQUET X WRANGLER COLLECTION
Blending Wrangler's timeless feel with Coors Banquet's Western heritage, the collection features a range of apparel designed to make the perfect country festival season outfit.
Alongside the hero "Beer Chords," The Coors Banquet x Wrangler Collection will feature 32 unique pieces, including men's and women's apparel and co-branded caps. Highlights include the Denim Jersey, Brushpopper Cowboy Cut Work Shirt, Men's Wrangler 13MWZ Cowboy Cut® Jeans, Women's Reworked Short and Women's Printed Vest and Bailey Flare Jeans.
"Wrangler has been the unofficial uniform of country music for decades, seen on the legends on stage as well as the fans in the front row," said Holly Wheeler, Vice President of Global Brand Marketing at Kontoor Brands. "Our partnership with Coors Banquet honors that heritage, blending festival style with rugged functionality. This collection is for those who live for the music and the Western lifestyle, designed to withstand the energy of a summer crowd and the grit of the open range alike."
The limited-edition Coors Banquet x Wrangler collection, including 250 total pairs of Beer Chords, will be available through drops of 125 pairs on shop.coors.com starting at 12:00pm CT on May 28 and June 4 while supplies last.