“Old Town Road” is the Western wear brand’s newsinspiration, a vote of support for the controversial country-trap star.
“Old Town Road” star Lil Nas X’s latest move is into fashion, courtesy of a collaboration with Wrangler, the legacy denim and apparel brand that’s become a signature element of the Western aesthetic.
The chart-topping rapper has partnered with the company to launch a capsule clothing collection inspired by his hit song and featuring graphic T-shirts, jeans, and other denim apparel. The collaboration is essentially an extension of one of the most memorable lyrics in “Old Town Road,” which shouts out Wrangler by name: “Cowboy hat from Gucci / Wrangler on my booty.”
Wrangler describes the capsule collection, which launched May 20, as “fresh remixes of classic Wrangler styles for the kind of modern cowboy that can’t be put in a box.”
That’s a cheeky reference to “Old Town Road” itself, which sparked an intense debate over whether the song counts as country music when it debuted on Billboard’s Hot Country Songs chart in March, and was subsequently removed. Despite its references to established Western themes and imagery — the song’s lyrics revolve around a lone cowboy riding his horse into the sunset, after all — Billboard said the song “does not embrace enough elements of today’s country music to chart in its current version.”
Some country music fans and industry observers agreed, arguing that “Old Town Road” qualifies more as hip-hop than country. Others criticized Billboard for feeding rigid ideas about who or what qualifies as country enough, and suggested that Lil Nas X’s race played a part in the song’s reclassification; the fact that Lil Nas X is a black teenager from Atlanta and country is a predominantly white genre did not go unnoticed.
The song quickly became the catalyst for an industry-wide discussion about the definition of country music and racially tinged gatekeeping within the genre. It also became the top song in the country, and has now been No. 1 on the Billboard Hot 100 for six weeks straight.
Just like the song itself riled some country music fans amid an outpouring of support for Lil Nas X from his own expansive fanbase, the rapper’s collaboration with Wrangler has met with a polarized response.
The Lil Nas X capsule collection is clearly intended to celebrate and capitalize on the success of “Old Town Road.” Although many Lil Nas X fans have expressed interest in buying the collection, Wrangler is also facing criticism from some consumers, many of whom are threatening to boycott.
Much of the backlash is playing out on social media, where Wrangler has received thousands of comments from customers expressing anger and “disappointment.” (It is unclear if customers have also been contacting the company via other, less public methods; Vox has reached out to Wrangler for comment.) And much of the current conversation revolves around how Wrangler seems to be promoting inclusivity by branching out from its reputation as a brand worn by cowboys and farmers.