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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 ]
In 2002, Southpole is awarded the J.C. Penney Divisional Award for Men's Apparel. When Southpole's junior line is launched in 2003, the brand is awarded the J.C. Penney Divisional Award for Women's Apparel. In 2010, Southpole is the fifth-largest denim brand in the U.S. behind Levi's, Wrangler, Lee and Calvin Klein, according to NPD Group ...
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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