Tough Enough to Wear Pink


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 with its Tough Enough to Wear Pink (TETWP) initiative.

The special-edition Tough Enough to Wear Pink shirts for men and women are scheduled to hit store shelves on Oct. 1 to coincide with National Breast Cancer Awareness Month. A re-designed 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.

"Breast cancer touches everyone," said Phil McAdams, president of 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 $1 million in the fight against breast cancer and support such a universal cause."

The initiative will culminate in December at the Wrangler National Finals Rodeo. Rodeo contestants will wear the special-edition TETWP shirt during the Friday, Dec. 9, rodeo performance. Additionally, the Wrangler brand and TETWP partner brands — the PRCA, Justin Boots, Coors, Dodge, Jack Daniel's, 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.