How Rick and Morty, Plus a Galaxy of Other Pop-Culture Stars, Made Wrangler Cool Again

A legacy brand collaborates its way into the hearts of younger customers

Rick and Morty's fictional NX-5 Planet Remover, fictitiously sponsored by Wrangler, is now the centerpiece of a real clothing collection. Wrangler

Holly Wheeler has gotten used to calls like this by now.

@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.