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Wrangler activates scannable denim in ‘Old Town Road’ tie-up

Scanning a pair of Wrangler jeans will now unlock exclusive behind-the-scenes footage from the hit single of the year, the hip-hop-country crossover “Old Town Road”, featuring Billy Ray Cyrus and rapper Lil Nas X.

The brand created a web app called, which invites users to take a picture of the back pocket of their jeans to activate the experience. Doing so allows them to not only see the footage from the five-minute music video, but also the option to shop the exclusive capsule collection of the collab with Lil Nas X.

Fans are encouraged to share their Wrangler selfie on social media using the hashtag #WranglerOnMyBooty. That line comes from the lyrics “Cowboy hat from Gucci, Wrangler on my booty” in the song.

“As an iconic brand in fashion, we have shown up in music, film and popular culture for decades, but this is the first time our jeans are actually the key to unlocking a behind-the-scenes look at the making of a chart-topping hit,” said Jenni Broyles, VP/GM of Wrangler North America. “We’re incredibly excited about the success of ‘Old Town Road’ and our partnership with Lil Nas X. It is another great example of the power music – and in our case, fashion – has to unite and inspire us all.”

The partnership and the mobile interactive function came after the single reached Number One in the United States for five weeks straight, gaining momentum on social media.

“The phenomenon surrounding the track has broken boundaries and allows for a brand like Wrangler to hone in on its Western DNA while tapping into current culture,” said Jennifer Frommer, SVP of brand partnerships at Columbia Records.

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