In a nod to this deep connection between fashion and music, Wrangler and Fender have announced a collaboration celebrating “over 75 years of cultural influence”. The collaboration will include new apparel releases, as well as an advertising campaign featuring fashion and music celebrities.

About the same age – Fender launched in 1946, and Wrangler a year later – the two brands have evolved over the years to become “iconic of self-expression and independence,” according to a joint statement. Both brands have done much through their marketing to establish blue jeans and electric guitars as essential parts of the cultural canon known as “Americana.” Wrangler tended to emphasize the strong, quiet cowboy image, while Fender did much to glorify the rockstar image.

Fashion and music have always co-evolved. With their new collaboration, Wrangler and Fender seek to pay homage to the heritage of icons from both fields while paving the way for future tastemakers.

“Wrangler and Fender each have origin stories rooted in creating practical and functional products,” said Holly Wheeler, vice president of global marketing for Wrangler, in a statement. “While denim styles have evolved over the years through fit, finish and function, the role guitar-driven music has played in fashion is undeniable. We’re thrilled to have these two American icons join forces. come together to launch the Wrangler x Fender collection as we honor the artists and legends who have inspired us and celebrate with the fans who have been moved by the music.

The collaboration will include the release of a new line of denim and graphic tees, which the brands say will cumulatively celebrate each brand’s “rich heritage” and their far-reaching impacts on pop culture. The launch campaign for the new collaboration will also include some star power: the brands are said to have signed model Georgia May Jagger (Mick’s daughter), masked and mysterious country music star Orville Peck and songwriter- performer Stephanie Quayle.

The brands noted that their collaboration will expand later this summer; “Unique guitar accessories featuring authentic Wrangler denim and materials,” according to their statement, will soon be available to pair with the new apparel line announced today.

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