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You don’t make history by playing it safe. And you don’t become a legend by holding back. This is the Wrangler National Finals Rodeo. To win here, you have to show 100% commitment.

Wrangler jeans are made for moments like this, where the demand is everything you have. It’s no limit rodeo. And we are all in.

BRAND DNA®

  • Dependable
  • Confident
  • Spirited
  • Friendly
  • Connected
  • Loyal
  • Inclusive

You don’t make history by playing it safe. And you don’t become a legend by holding back. This is the Wrangler National Finals Rodeo. To win here, you have to show 100% commitment.

Wrangler jeans are made for moments like this, where the demand is everything you have. It’s no limit rodeo. And we are all in.

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Optimism

Optimism is the belief that anything is possible if you put your mind to it.
It’s the power to change, to make the world a better place.

Optimism is our life philosophy and business strategy.
When you believe in better, it creates the space for it to exist.

The Videos


Dreamt up by our late
founder, Mike Toth, as
he was battling throat cancer,
these videos tell an uplifting
story about finding the
silver lining in
life’s challenges.

Watch Videos

Create Optimism


To us, line art
symbolizes the future’s
vibrant colorful potential.
Upload any JPG file below to
create your own customized
Optimism line art.

Try It

MIKE TOTH

1952 – 2014

Mike taught us to find the soul in things: people, brands, ourselves. The soul is our true north, and it must be coveted. We rely on it when the waters get rough. When storms roll in. When we lose our way.

Technologies change. Trends come and go. Seasons pass. New generations carry on. Toth+Co looks to the future with fresh eyes, innovative minds and exciting new talent. The waters out there are uncharted, but we’re following our true north, just like Mike taught us.