Wrangler Partners with SOCIAL to Tap Into Collaborative Merchandise Market

In a noteworthy move within India’s retail and lifestyle sectors, denim brand Wrangler has collaborated with SOCIAL, a prominent neighbourhood café chain, to introduce a co-branded merchandise line. Unveiled at an event in Mumbai, this partnership signifies SOCIAL’s entry into co-branded merchandise, blending Wrangler’s Western-inspired aesthetic with SOCIAL’s urban and cultural identity.  

The Wrangler X SOCIAL collection combines elements from both brands, creating a distinct lineup that includes oversized tees and sweatshirts for men and cropped tees for women. Drawing on Wrangler’s heritage of cowboy and biker motifs alongside SOCIAL’s signature themes like beer pong and noodle box branding, the merchandise incorporates bold colours and designs that cater to a younger, urban audience.  

Nitin Chhabra, CEO of ace turtle, Wrangler’s exclusive licensee in India said, “This collaboration with SOCIAL is a bold fusion of fashion and urban culture, bringing together two dynamic brands that celebrate self-expression and creativity. With this exclusive merchandise, we’re curating an experience that embodies the pulse of the city and the spirit of adventurous optimism.”

Divya Aggarwal, Chief Growth Officer at Impresario Entertainment and Hospitality Pvt Ltd said, “At SOCIAL, we’re all about creating immersive experiences that connect our communities. Our co-branded merchandise with Wrangler takes this collaboration a step further, blending music, fashion, and culture into a tangible form. Together, we’re offering our guests a unique way to celebrate the adventurous spirit and urban creativity that define both brands.”

The partnership was facilitated by Collective Artists Network, which played a key role in integrating the collaboration into SOCIAL’s outlets across India. Sudeep Subash, Co-founder and Chief Revenue Officer of Collective Artists Network, remarked, “By creating events that blend fashion, culture, and community, we’re enabling both brands to authentically connect with their audiences and celebrate individuality. This co-branded collection is not just about style; it’s about making a memorable impact.”

The Wrangler X SOCIAL collection will be available at Wrangler retail outlets, select department stores like Lifestyle and Shoppers Stop, and online through Wrangler’s website. Customers visiting SOCIAL outlets can also place orders via QR codes, adding a convenient shopping experience to the collaboration.  

This partnership underscores how retail and hospitality brands are leveraging co-branded merchandise to expand their consumer reach while aligning with evolving customer preferences.