The start of the essential Wrangler western wear brand was Hudson Overall Company in Greensboro, NC. C.C. Hudson and his brother, Homer, created the overall company in 1904. In 1919, Hudson Overall Company changed their name to Blue Bell Overall Company.

The year 1936 brought change as Blue Bell Overall Company introduced Super Big Ben Overalls, featuring 100% Sanforized fabric that reduced shrinkage to less than 1%, setting a new standard for the industry.

In 1943, Blue Bell acquired Casey Jones Company, a manufacturer of work clothing, and the rights to Casey Jones' rarely used brand name – Wrangler. The popularity of the Wrangler brand grew and become more exciting in 1947 when Wrangler authentic western jeans, designed by celebrity tailor Rodeo Ben, was introduced to the American public. Professional rodeo cowboys Jim Shoulders, Bill Linderman, and Freckles Brown wear-tested the Wrangler 13MWZ and endorsed the Wrangler name for durability, quality, and authenticity. By having these rodeo cowboys support the Wrangler name, true distinction was made between Wrangler and other denim companies. Jim Shoulders, World Champion Cowboy, signed on as an official endorsee of Wrangler in 1948.

Wrangler jeans flew into the mainstream in 1963 when "Newsweek" magazine coined the word "teenager" and featured a Wrangler jean-clad girl on the cover. Just over a decade later, Wrangler received more support from the rodeo industry, when in 1974 the Pro Rodeo Cowboys Association officially endorsed Wrangler Jeans.