Wrangler steps into footwear with Genesco

Wrangler, the denim and lifestyle brand, is stepping into footwear with a new multiyear licensing agreement with Genesco Inc.

As part fo the deal, Genesco will design, source, and market men’s, women’s, and children’s footwear under the Wrangler name. The partnership, slated for Fall 2026, will launch with an initial collection featuring a blend of classic Wrangler inspired designs and more trend-driven styles. 

“We are thrilled to partner with Genesco, an industry leader with a proven track record of successfully interpreting brands and bringing compelling footwear to market,” said Steve Armus, vice president of licensing and collaborations at Wrangler. 

“This licensing agreement represents a promising opportunity to introduce Wrangler footwear to a wide audience. We believe this partnership will strengthen our brand presence and allow more consumers to experience the quality and heritage of Wrangler in an exciting new product category.”

The strategic partnership marks Wrangler’s continued evolution into a full-fledged lifestyle brand, expanding its footprint beyond apparel and reinforcing its position in the market across both apparel and footwear.

“Partnering with Wrangler presents a meaningful opportunity to accelerate growth in our Genesco Brands Group portfolio,” said Rick Higgins, president of Genesco Brands Group. 

“We’re excited to leverage our know-how to build a footwear assortment that honors Wrangler’s legacy of adventure, new frontiers and craftsmanship. From everyday workwear to casual lifestyle to Western-inspired silhouettes, we see significant potential to blend rugged authenticity with unique styling, storytelling, innovation and comfort.”