Wrangler may be the last brand anyone would have predicted to collaborate with an artist however breakout star Lil Nas X breaks the denim ceiling.
In the digital age both artists and brands have opportunity to capitalize on every viral moment. Self proclaimed internet troll, Lil Nas X has mastered his movement from a No. 1 hit to a fashion collection.
The infectious song Old Town Road sparked controversy when despite its country sound was removed from Billboard’s country charts. Since then, Lil Nas X has teamed up with Billy Ray Cyrus for an official remix and teased a coming soon feature with Young Thug, master blender of banjos and bass.
On Old Town Road Lil Nas X sings “Cowboy hat from Gucci
Wrangler on my booty” and while the luxury designer brand may pay him no mind, Wrangler saw an opportunity. A classic denim brand popular for their authentic American style linked up with Lil Nas X for a capsule collection.
Using the hashtags #WranglerOnMyBooty and #WranglerLilNasX the clothing brand celebrates Lil Nas X’s moment with t-shirt and blue jean designs. Although a celebratory moment, the comments immediately became filled with racism regarding Wrangler’s decision to partner with the 20-year-old artist.
Not letting the opinion of anyone hold him back, Lil Nas X continues to put his best foot forward.