Some country music fans are threatening to boycott Wrangler jeans following the company’s partnership with rapper Lil Nas X.
On May 20, the denim jean maker posted three images on Instagram celebrating the latest collab with the “Old Town Road” artist. There was overwhelming jubilation from Lil Nas X fans. However, there were also several people who saw the partnership as a slight against them.
"If you have any sense, you'll stop production and burn what's left… I don't buy anything made by Levi's after their gun control stance," user @thomasoftheyear said in the comments. "I'll stop buying Wranglers just as quick for this nonsense."
Other “true” Wrangler fans claimed the company abandoned them to follow popular trends.
“This is how you lose customers,” wrote one person on Instagram. Another outraged jeans wearer wrote the company “went from cowboys to rappers.” According to Page Six, Wrangler’s newfound supporters urged others to purchase jeans from the brand to spite critics.
“WRANGLER JUST PARTNERED WITH LIL NAS X AND THE RACIST ARE MAD,” tweeted user @tylerujazy, along with a photo showing some of the posts. “GO BUY UP ALL THE WRANGLER LIL NAS X COLLAB JEANS YOU CAN PEOPLE SUPPORT DIVERSITY.”
You kno how them … nvm pic.twitter.com/JaniVLDdV0
— Ju$tina???? (@simplyjustina99) May 21, 2019
The denim items posted on Wrangler’s Instagram were inspired by “Old Town Road” lyrics. In particular, the line “Wrangler on my booty” appears on a pair of jeans featured in the collaboration. The 20-year-old artist seemed to be dumbfounded by the apparent boycott. Since the beginning of his meteoric rise, Nas X has become subject to unfair criticism from mostly white country music fans. The proposed boycott is an extension of the harassment.
y’all really boycotting wrangler?? is it that deep ????
— nope (@LilNasX) May 21, 2019
Wrangler has defended the latest business move. The brand will continue to be dedicated to providing clothing for all people.
"We do appreciate your feedback," a statement read. "Since 1947, we've offered jeans for a variety of wearers and wearing occasions. Our western heritage and offering quality product for all wearers will always be the very heart of our brand."