Link copied
Having spent 45 years in Country Music, George Strait has proved that if something works, do more of it.
Over that time, plenty has changed. The music has changed, the stars have changed and the trends have certainly changed. But a few things haven't, just like the man himself: the cowboy hat, the crisp pearl snap shirts and the Wranglers.
After more than 30 years of partnership, The King of Country is once again the frontman of Wrangler's latest campaign.
“Ready for another season in Wrangler,” Strait shared when introducing the new George Strait collection campaign.
In the short ad, Strait asks, “You know how to spot an original? They never change who they are, or what they stand for.”
Is he talking about Wrangler or himself?
Arguably both, and that's why this partnership still works so well in an era where so many celebrity collaborations disappear almost as quickly as they arrive.
Wrangler hasn't suddenly turned Strait into a cowboy for an advert, and Strait hasn't suddenly attached himself to Wrangler because country music is having its moment. This is simply how he's always shown up.
The relationship stretches all the way back to Pure Country in 1992, when Wrangler supplied the clothing for Strait's big-screen turn as Dusty Chandler. Eleven years later, the partnership went one step further with the launch of the George Strait Cowboy Cut Collection, a signature line of Western shirts designed to reflect Strait's own clean, traditional style.
Even then, Wrangler knew exactly what it had in Strait. When the collection launched in 2003, the brand described his look as a “clean, classic cowboy style”, while Strait's team called it a “timeless style” that reflected what he wore both on stage and in everyday life.
More than two decades later, that collection is still going, while Strait and Wrangler have become so naturally intertwined that it's difficult to imagine one without the other.
That's what makes the timing of this latest campaign feel as new as it does old.
Ready for another season in @Wrangler. Shop the latest styles in the Wrangler George Strait Collection. https://t.co/vMNlMpEyYu
— George Strait (@GeorgeStrait) September 21, 2026
Meanwhile, George Strait has simply kept dressing exactly like George Strait.
There is something quite satisfying about that. Strait hasn't had to rediscover Western wear, dust off a cowboy hat or reinvent himself to fit the moment. If anything, culture has spent the last few years gradually finding its way back to him.
And Wrangler deserves some credit for recognising that too.
At a time when it would be incredibly easy for a heritage Western brand to chase whichever celebrity happens to be most closely associated with the latest cowboy trend, Wrangler continues to lean into someone who has represented that identity for more than three decades.
It makes this feel less like another celebrity endorsement and more like shared heritage.
It also makes Strait's line about an original never changing who they are or what they stand for feel unusually authentic for an advertising campaign. Wrangler was calling Strait's style “timeless” more than two decades ago. It turns out they had a point.
At 74, Strait isn't suddenly fashionable again because he's changed anything. A new generation is simply discovering an aesthetic that he never abandoned in the first place.
The cowboy hat is still there. The pearl snap is still crisp. The Wranglers still fit.
George Strait hasn't followed the Western revival. The Western revival has found its way back to George Strait.
So, if we had to Check Yes or No as to whether this partnership still works…
We'd check yes.
