A natural combo: water sports and denim by Pit Viper

GREENSBORO, N.C. — Wrangler and Salt Lake City-based Pit Viper have announced a new collaboration to launch a collection of denim designed for watersports. The line, called Xtreme Blue Jeans (XBJs), marks the first time Wrangler’s classic denim has been tailored for high-intensity aquatic activities.

The collection, which includes denim shorts, vests, graphic tees, and Pit Viper’s Flip-Offs sunglasses, is geared toward adrenaline sports like jet skiing and waterskiing. According to the companies, the XBJs are made with durable materials designed to withstand exposure to water, a first for traditional denim.

In Pit Viper fashion, the line is cheeky, over-the-top ’80s with a large dose of humor. Only Pit Viper would join forces with a historic denim brand for water sports. It’s giving Kenny Powers on a jet ski.

“Our collaboration brings together the best of both brands — when extreme sports irreverence hooks up with a western legend, the result is undeniably electric,” said Kai Seggar, partnerships manager at Pit Viper. “We share the absolute confidence that denim is the optimum technology for jet-skiing, waterskiing, rodeo, beach volleyball, and any xtreme activities.”

John Meagher, vice president of global marketing at Kontoor Brands, Wrangler’s parent company, described the collection as blending “the adrenaline and freedom of letting a rodeo bull loose at a pool party.” He noted that while Wrangler is no stranger to extreme sports, the partnership with Pit Viper opens new doors to younger audiences with a focus on fun and irreverence.