Two Fingers, Straight Up

There’s something special about a man who likes to dress the way he drinks, keeping the same brand, no matter where he goes.

These days, that’s a Wrangler kind of man, especially now that the West’s beloved jeans giant has bellied up to the bar and paired up with Tennessee whiskey icon, Jack Daniel’s.

Jack Daniel’s was officially registered with the U.S. Government in 1866, and historians would be hard-pressed to find any other label so predominant in the Western frontier. No respectable saloon would have been without it.

The venerable Jack Daniel Distillery in Lynchburg, Tennessee, is on the National Register of Historic Places and is the maker of the world famous Jack Daniel’s Old No. 7 Tennessee Whiskey, Gentleman Jack Rare Tennessee Whiskey, JD’s Single Barrel and JD’s Country Cocktails.

But licensing clothes? Why not? A woman will buy everything from lipstick to sunglasses with her favorite name on it. So why should it matter whether the name is a designer or a distilled spirit?

“Jack Daniel’s recognizes that there’s a certain type of person who appreciates our fine whiskey,” says Mike Keys, Jack Daniel’s global brand director.

“We couldn’t be more pleased about the partnership and the line,” says Allen Montgomery, vice president in marketing at Wrangler Western Wear.

Launched in January 2004, the product line consists of the whole darn shootin’ match: Wrangler’s Western-style apparel (includes print and solid dress shirts and t-shirts) and hats, belts, whiskey flasks, watches and wallets from F&M Hat Co. and Rogers-Whitley.

Now you can wear a brand you love—if you’re old enough.