TCF POST Report
GREENSBORO, N.C. — Global denim icon Wrangler® today announced the launch of Toughlite, a denim innovation that brings enhanced airflow and comfort to the brand’s legendary Cowboy Cut® family.
Engineered to prove that lighter-weight jeans do not equate to weaker fabric, Toughlite delivers “made-to-move” comfort without sacrificing the quality that has defined Wrangler for 75 years.
“With Toughlite, we pushed ourselves further, engineering a fabric that is up to 20% lighter, offers enhanced airflow, and is incredibly flexible—all without sacrificing durability,” said Holly Wheeler, Vice President of Global Brand Marketing at Kontoor Brands. “It’s innovation you can feel immediately, without giving up the authenticity that defines Wrangler.”
Tech-Driven Performance
Weighing less than traditional 14.75 oz heavyweight denim, the Toughlite collection is constructed from a premium blend of 99% cotton and 1% elastane. This material provides two key benefits tailored to a fast-paced lifestyle:
- Enhanced Comfort: Built for premium airflow without the heavy bulk.
- Zero Break-in: Durable and flexible, these jeans are ready for action right off the shelf.
Designed for the consumer seeking an authentic aesthetic backed by high-performance engineering, Toughlite honors the trusted five-pocket styling, relaxed seat and thigh, and over-the-boot fit that originally put Wrangler on the map.
Availability
According to Kontoor Brands, the Wrangler Toughlite collection debuts in the brand’s most iconic, globally best-selling fits: the 13MWZ Original Fit Cowboy Cut® and the 936 Slim Fit Cowboy Cut®. They are offered in four classic washes: Rinse, Stone, Faded Stone, and Light Wash.
Starting July 9th, Wrangler Toughlite is available for $69.99 on Wrangler.com and through retailers worldwide, including flagship stores in Fort Worth and Greensboro, department stores, mass-market retailers, specialty shops, and top western outfitters.
