The History of Blue Bell: The Forgotten Denim Pioneer Behind Wrangler

Before Wrangler became a symbol of American denim, there was Blue Bell—a brand built on grit, craftsmanship, and the working spirit of early 20th-century America.

Origins: From Overalls to Industry Giant

The story of Blue Bell begins in 1904 in Greensboro, North Carolina, when a group of entrepreneurs acquired a small overall manufacturing company. Originally named the Hudson Overall Company, it was soon taken over by employee C.C. Hudson, who rebranded it as the Blue Bell Overall Company in 1919. Blue Bell quickly earned a reputation for producing high-quality, durable workwear—specifically overalls and denim garments designed for laborers in the farming, mining, and railroad industries. The company’s commitment to toughness and functionality made it a favorite among American workers during the rise of industrialization.

Expansion and Innovation

In the 1930s, Blue Bell solidified its place in the market by acquiring Big Ben Manufacturing Company, another major workwear brand. This acquisition allowed Blue Bell to expand its distribution network and strengthen its presence across the United States.

But Blue Bell didn’t just grow—they innovated. The company introduced sanforized denim, a pre-shrunk fabric that significantly reduced shrinkage after washing. This technology gave Blue Bell a competitive edge in both workwear and, eventually, consumer denim fashion.

The Birth of Wrangler (1947)

A pivotal moment came in 1947 when Blue Bell identified an emerging market: the American cowboy. Western films, rodeos, and country music were on the rise, creating a demand for rugged, stylish jeans tailored to the needs of horseback riders.

To meet this demand, Blue Bell hired “Rodeo Ben” Lichtenstein, a renowned tailor for rodeo champions, to design a jean specifically for cowboys. The result was the Wrangler 11MWZ—a revolutionary pair of jeans with: • Flat rivets to prevent scratching saddles

• Stronger seams for durability

• A higher back rise for better fit while riding

This was the official launch of the Wrangler brand, a name that would soon become synonymous with cowboy culture, outdoor life, and denim authenticity.

From Manufacturer to Icon

Through the 1950s to the 1970s, Wrangler grew rapidly. Its rugged style and practical design appealed not only to ranchers and rodeo riders but also to mainstream consumers looking for dependable denim.

Despite Wrangler’s rising popularity, it remained under the Blue Bell company umbrella for decades. However, by the 1980s, Wrangler had become the more recognized name globally. In 1986, Blue Bell was acquired by VF Corporation (which also owns brands like The North Face and Vans), and the Blue Bell name was officially retired from public branding.

Legacy and Collectibility

Today, the “Blue Bell” name is a badge of authenticity among vintage denim collectors. Jeans or jackets bearing the Blue Bell logo—usually a small bell above the Wrangler name—are considered vintage classics, especially pieces made before the VF merger in 1986.

Collectors value these garments for their craftsmanship, historical value, and connection to the golden era of American workwear. Signature features often include:

• Sanforized denim

• Talon or Gripper Zippers

• Blue Bell-branded patches and tags

• Selvedge construction in earlier pieces

Conclusion

While Wrangler has become a household name around the world, it was Blue Bell that laid the foundation. From humble beginnings in North Carolina to transforming how jeans were worn in the American West, Blue Bell’s contribution to denim history is both profound and enduring. For vintage enthusiasts, finding a Blue Bell Wrangler isn’t just a lucky thrift—it’s discovering a piece of American legacy.