April is the Western Industry’s Pink Month

Wrangler® Tough Enough to Wear Pink?™ (TETWP™) joins forces with Twisted X Brands to Fight Breast Cancer

Apr 06, 2016, 18:01 ET from Tough Enough to Wear Pink

SANTA ROSA, Calif., April 6, 2016 /PRNewswire/ — The western industry turns pink in April, for the 12th year, to raise money and awareness to fight breast cancer. Popular western brands will feature a selection of pink products and donate a portion of the proceeds to the fight against breast cancer. The western industry serves a vibrant community comprised of about 150 million individuals who have a lifestyle or affinity with western values and traditions.

It was Wrangler® who provided the initial spark when it partnered with breast cancer survivor and Wrangler Tough Enough To Wear Pink founder, Terry Wheatley, at the very first event at the Wrangler National Finals Rodeo in 2004. Wrangler created the original pink western shirts the cowboys wore on the first Wrangler TETWP night and continues as title sponsor.

With support from Wrangler, Twisted X, top western brands, rodeo committees and western events across the United States and Canada, Wrangler TETWP has become the western industry’s preeminent breast cancer awareness and fundraising campaign. To date, the campaign has raised more than $22 million dollars for breast cancer charities, including $2 million from the sales of Wrangler TETWP branded apparel alone.

Twisted X lends its support to Wrangler TETWP for the second year in a row with a line of custom boots and footwear. For each style sold, a portion of the sale will go to Wrangler TETWP. In addition, Twisted X is featuring a daily survivor story throughout the month of April on social media to increase awareness and understanding. The daily survivor story can be found at by visiting facebook.com/tetwp.

“We’re thrilled to partner with Twisted X on the Wrangler TETWP product line,” says Terry Wheatley. “October is generally recognized as breast cancer awareness month. However, the western industry is so strongly committed that April has been designated as a time for focus as well. The daily survivor stories are a powerful way to put a face to breast cancer.”

Other western industry brands offering pink products include Montana Silversmith, American Hat Company, Hooey and Purple Cowboy wines. Each of these brands will devote a portion of the proceeds from the sale of pink merchandise to breast cancer charities. They will also raise awareness through social media campaigns and retail promotions. You can find products at western retailers on brand e-commerce stores.

Purple Cowboy, a popular wine from California’s Central Coast launches a new Rosé wine in April, which will give back to Wrangler TETWP. Purple Cowboy wines were created by Terry Wheatley, who in addition to founding the campaign and being wife and mother of champion professional cowboys, is a prominent wine industry executive.

About Wrangler® Tough Enough To Wear Pink? ™ (TETWP™)

Wrangler® TETWP™ was created by entrepreneur and breast cancer survivor Terry Wheatley to bring the sport of professional rodeo and the western community together to rally against breast cancer.  Since its inception in 2004, Wrangler TETWP has empowered rodeos in the U.S. and Canada to focus attention on the need for a cure.  To date, the campaign has raised over $20 million for breast cancer charities, most of which stays right in the local communities. The grassroots movement has inspired other sports communities to mount their own Wrangler TETWP campaigns, spreading a message of hope and support that reaches beyond the rodeo arena to competitors, families and fans across America. For more information on how to help, visit www.toughenoughtowearpink.com.

About Wrangler®

Wrangler® is proud to be the title sponsor of Wrangler Tough Enough to Wear Pink™ and is available nationwide in specialty stores, including work apparel chains, farm & fleet, and western stores, as well as through online and catalog retailers, and www.wrangler.com. To find a retailer or for more information on the Wrangler family of products, visit www.wrangler.com or call 888-784-8571

About Twisted X

Founded in 2005, Twisted X Brands proudly celebrates more than ten years of delivering handcrafted, design-patented comfortable footwear to its growing consumer base of men, women and children. Primarily focused on core western boot styles, the company recently has added an extensive line of comfort casual footwear and licensed accessories to it portfolio. Find out more at www.twistedxboots.com