Wrangler® Western Wear announces the launch of its new Premium Performance Cowboy Cut jean. The launch will be supported with high impact in-store displays, retailer promotions and national advertising support, along with television, print, radio and online advertising to create Wrangler® Western Wear's most expansive new product debut ever.

The new jean, style 47MWZ, is an update to the Wrangler® brand's classic 13MWZ style, worn and loved by cowboys since 1947. The 47MWZ is designed with extra room in the waist and thigh area to create a more comfortable fit without sacrificing style, as well as a ring-spun, broken twill denim that lasts 20 percent longer.

By working with core consumers to conduct extensive research through surveys, real-life observations and focus groups, Wrangler focused on identifying apparel requirements associated with the daily regimen of a working cowboy. Two things were clear: the life of an authentic cowboy demands everyday comfort and maximum durability, and current market apparel products leave room for improvement. Using this first-hand feedback, Wrangler immediately began work on addressing the unmet needs of the modern cowboy.

"We know there is a large consumer base perfectly satisfied with the 13MWZ, a jean made by cowboys for cowboys more than 60 years ago. For those consumers, the 13MWZ will not change," said Phil McAdams, President, Wrangler Specialty Apparel. "However, when we took a deeper look at the lifestyle needs of many consumers, it became clear that a new and improved version of the classic western jean, with enhanced performance features, would meet the needs of so many men and provide a great, new option for them and their lifestyle."

Each unique attribute of this new style is based on distinct lifestyle activities that place high demands on clothing worn on the job. For instance, brand research showed that the working cowboy uses his body and his clothing to accomplish specific tasks, from using jean pockets as his portable toolbox to using thighs as his workbench. Thus, the Premium Performance Cowboy Cut jean features flat inside seams for added durability and comfort. For greater functionality, the style offers larger scoop front pockets that can carry more and a redesigned watch pocket large enough for a cell phone.

The Premium Performance Cowboy Cut jean will hit the shelves of western retailers across the U.S. this fall and be available in three washes and a variety of sizes and inseams. For more information about the Premium Performance Cowboy Cut jean and the entire collection of Wrangler® Western Wear products, visit www.wranglerwestern.com