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Wrangler Jeans were first made by the Blue Bell Overall Company, which had acquired the brand when it took over Casey Jones in the mid-1940s. Blue Bell employed Bernard Lichtenstein ("Rodeo Ben" [ 1 ] ), a Jewish [ 2 ] tailor from Łódź who worked closely with cowboys , to help design jeans suitable for rodeo use. [ 3 ]
That year, the company adopted the JCPenney style in advertising. [16] and its revenues reached $5 billion (equivalent to $37.6 billion in 2025) for the first time and catalog business made a profit for the first time. [17] JCPenney reached its peak number of stores in 1973, with 2,053 stores, 300 of which were full-line establishments. [17]
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