Molson Coors Beverage Company reunited with Kontoor Brands, Inc. for their third collaboration. Together, the iconic brands bring a shared legacy of authenticity, craftsmanship and hard work to life through a limited-edition apparel collection. The foundation of the collaboration builds on the brands' roots in country culture with the addition of award-winning country artist and longtime Coors Banquet fan Chase Rice.
At the center of the apparel drop are "Beer Chords," a first-of-its-kind release that turns a country song into a wearable piece. The jeans feature actual chords from Rice's new single, "Connie Lou," printed directly onto the denim using Coors Banquet beer-based ink. The full collection, featuring denim jackets, graphic tees, hats and more, launches just in time for festival season on May 28 at shop.coors.com while supplies last.
The limited-edition Coors Banquet x Wrangler collection, including 250 total pairs of Beer Chords, will be available through drops of 125 pairs on shop.coors.com starting at 12:00pm CT on May 28 and June 4 while supplies last. The Coors Banquet x Wrangler collaboration is supported by a 360 campaign and gives one fan the chance to perform "Connie Lou" live with Rice.
Kontoor Brands, Inc. is a global lifestyle apparel company. The Company designs, manufactures, procures, sells and licenses apparel, footwear and accessories. Its lifestyle, outdoor and workwear brands include Wrangler, Lee, and Helly Hansen. The Wrangler brand offers multiple sub-brands, collections and product lines within the Wrangler brand to target specific consumer demographics and consumer end-users, including 20X, Aura from the Women at Wrangler, Cowboy Cut, Premium Patch, Riggs Workwear, Rock 47, Rustler, Wrangler Retro, Wrangler Rugged Wear and Wrangler All Terrain Gear. The Lee segment offers denim, apparel, footwear and accessories for adults and children. The Lee brand offers multiple sub-brands, collections and product lines, including Lee101, Riders, Storm Rider, Lee MVP and Lee X. The Helly Hansen brand is an outdoor and workwear brand. Helly Hansen offers sub-brands, including Helly Hansen Sport and Helly Hansen Workwear.
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