A new collaboration Lil Nas X launched with Wrangler has ignited a fire under those faithful to the brand.
The jeans company announced Monday that it would be launching a line of jeans and denim inspired by the rapper’s hit “Old Town Road.” The single, which initially hit the top of the Billboard Hot Country Songs chart before it wascontroversially removed, contains the lyrics “Wrangler on my booty.”
Those eager to get their hands on the limited-edition collection can shop it onlineand choose from cut-off shorts with “Wrangler” adorned across the back pockets (which have already sold out), Lil Nas X graphic tees and denim shirts reading “Old Town Road.”
The capsule excited many fans of the burgeoning rap star, whose song just logged its seventh week on top of the Billboard Hot 100 chart after Billy Ray Cyrus got on the remix earlier this month.
“This is awesome! 👏🏾👏🏾”
“Okay this is epic.”
“🛍 yessss buy buy buy.”
However, not everyone sees it that way. Many aficionados of
Wrangler, which states on its website “has been the genuine source for comfortable jeans and western apparel” since 1947, took issue with the collaboration with the rapper.
“Why not Darius Rucker a true African-American country star or even Kane Brown.”
“Really? Supporting an artist that so clearly is mocking country music and the lifestyle it represents? Bad move Wrangler.”
“Wrangler has been the jean brand of outdoorsmen, farmers and workers. I don’t think this is a good campaign to run for this jean brand.”
“Can’t believe @wrangler stooped to that level, stop trying to confirm and stay loyal to your roots.”
“Is long live cowboys still a thing??”
The brand responded to several naysayers. In one comment it wrote, “We have a long history of using the platform of popular music to embrace a new generation of fans, while staying true to our Western heritage.” In another response, they maintained that “the cowboy spirit is about having courage, independence and confidence, which are the same qualities encapsulated in this limited-run, one-of-a-kind collection.”
There are even rumblings of a boycott of the brand, which has been typically linked with country music — it’s had a past collaboration with country icon George Strait — and repped by athletes like retired NASCAR driver Dale Earnhardt Jr. and New Orleans Saints quarterback Drew Brees.
Lil Nas X has responded to those calls with a simple tweet reading, “y’all really boycotting wrangler?? is it that deep 🧐”
Regardless, many fans are sticking up for the star and vowing to support his efforts.
“Unfortunately you are black, breaking barriers so to the non Melanated this is a problem. But I will be supporting and rocking wranglers.”
“Nope, they just hating and making it that deep. Just ignore it & keep doing you man.”
“Lol i was saying the same thing! Damn them folks get ya money!!!”