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    With roots going back to 1904 as a workwear company, Wrangler was born in 1947 to serve the western cowboy market. Within two short decades, a cultural revolution had changed the world and Wrangler had moved with it. What had started as functional utility wear, designed to withstand rugged work, soon became the uniform of the youth movement. Created for rodeo riders and ranch hands, Wrangler was adopted by trailblazers and rock stars and throughout its history, the authentic all-American denim icon has created era-defining style.