Wrangler, the heritage American denim brand owned by Kontoor Brands, has entered the eyewear category through a new licensing agreement with FGX International, marking a further expansion of its lifestyle accessories portfolio.
Under the agreement, FGX International will design, manufacture and distribute a new line of Wrangler-branded sunglasses and reading glasses inspired by rodeo culture and the brandโs Western heritage. The collection will reflect Wranglerโs signature cowboy aesthetic while extending its reach beyond apparel into everyday accessories.
FGX International operates as part of global eyewear group EssilorLuxottica, bringing established expertise in mass-market optical products, including non-prescription frames and sunglasses, to the partnership.
According to the official announcement, select eyewear styles are already available in retail channels across North America and Latin America, with broader distribution planned throughout 2026. The rollout will include mass-market retailers and e-commerce platforms such as Walmart, CVS and Amazon.
The product line will include sunglasses and reading glasses featuring polarized lenses, 100% UVA-UVB protection, scratch-resistant materials and recycled plastic frames. Pricing is positioned in the accessible mass-market segment, ranging from approximately $20 to $35 per unit, reinforcing Wranglerโs strategy of value-driven lifestyle expansion.
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Douglas Parker, senior director of licensing at Kontoor Brands, said eyewear represents a natural extension of the Wrangler brand.
โWrangler has always been dedicated to outfitting our consumers for every aspect of their daily lives, making eyewear a natural extension of our brand,โ he said. โThis venture translates our commitment to authentic, everyday readiness into a new category.โ
FGX International said the collaboration draws on Wranglerโs broad consumer appeal, spanning workwear, lifestyle and Western-inspired fashion, while leveraging FGXโs design and manufacturing capabilities in affordable optical products.
The partnership also reflects a broader industry trend in which established apparel brands are expanding into high-margin licensed categories such as eyewear, headwear and footwear to build out full lifestyle ecosystems without directly managing production.
Wrangler, a subsidiary of Kontoor Brands, has increasingly pursued such licensing-driven diversification in recent years as it strengthens its positioning as a cross-category lifestyle label rooted in American Western identity.