Press
The Wrangler® Brand Gets "Tough" on Breast Cancer
Denim icon leads industry in Tough Enough to Wear Pink -- shirt proceeds benefit cancer research
GREENSBORO, NC (Aug. 25, 2005) -- Are you tough enough to wear pink? That is the question the Wrangler® brand, the western wear icon, asks consumers as it launches the Tough Enough to Wear Pink (TETWP) initiative. Proceeds from a special-edition shirt, which hits shelves Oct. 1, benefit breast cancer research.
As the leader in western lifestyle apparel since 1947 and the originator of the Cowboy Cut® jean, the Wrangler® brand is using its strength and association with the rugged cowboy lifestyle to honor breast cancer survivors and the brave women and men who continue to battle the disease.
“Breast cancer touches everyone," said Phil McAdams, president, Wrangler® Specialty Apparel. “Tough Enough to Wear Pink is our way of recognizing the courageous women and men who face the disease and the family and friends who face it with them. We hope to use the strength of the Wrangler® brand to help lead the western industry to raise $1M in the fight against breast cancer and support such a universal cause."
To coincide with National Breast Cancer Awareness Month, the special-edition TETWP shirts for men and women hit shelves in October. A redesigned Wrangler® rope emblem in the shape of the renowned breast cancer ribbon signifies the parallels between the cowboys who won the West and the brave women and men who are determined to win the battle against breast cancer.
The initiative will culminate in December at the Wrangler National Finals Rodeo, the 10-day western extravaganza in Las Vegas. Rodeo contestants will wear the special-edition TETWP shirt during the Friday, Dec. 9 rodeo performance. Additionally, the Wrangler® brand along with TETWP partner brands -- the Professional Rodeo Cowboys Association (PRCA), Justin Boots, Coors, Dodge, Jack Daniels, Las Vegas Events, Montana Silversmiths and Resistol Hats -- will make monetary donations for each winning performance from that night’s rodeo to breast cancer research.
"The concept of tough cowboys wearing pink might sound funny, but that contrast is what makes Tough Enough to Wear Pink so special," said Karl Stressman, director of sponsorships, Wrangler Specialty Apparel. “Pink will symbolize courage, strength and determination when the western industry comes together in the fight against breast cancer."
The Wrangler TETWP shirt will be sold in western specialty retailers nationwide where Wrangler Western Wear is found. Following the Wrangler National Finals Rodeo, the TETWP program extends through Wrangler’s 2006 rodeo sponsorship program benefiting local breast cancer research organizations chosen by local PRCA rodeo committees.
Wrangler® Western Wear is available at over 2,500 western specialty, mid-tier and workwear stores nationwide that provide quality men’s and women’s apparel and accessories. For more information regarding the Wrangler® family of products or to locate the Wrangler retailer nearest you, visit www.wrangler.com or call 1.888.784.8571.
About the Company
VF Corporation is a leader in branded apparel including jeanswear, outdoor products, intimate apparel, image apparel and sportswear. Its principal brands include Lee?, Wrangler®, Riders®, Rustler®, Vanity Fair®, Vassarette®, Bestform®, Lily of France®, Nautica®, Earl Jean®, John Varvatos®, JanSport®, Eastpak®, The North Face®, Vans®, Reef®, Napapijri®, Kipling®, Lee Sport® and Red Kap®. VF Corporation's press releases, annual report and other information can be accessed through the Company's home page, www.vfc.com. ###
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CONTACTS
Media: Sarah Allen sallen@fwv-us.com 919.832.6300
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