Unusual fashion collaborations between brands are not exactly unique, and Wrangler has previously produced collections with Whataburger, Pit Viper and country music star Lainey Wilson, but the collaboration between Wrangler and Coors Banquet is “so legendary, we’re painting it in Coors Banquet,” the brand says.

With “country” reawakening as a hot trend worldwide, Wrangler is pumping up its western roots as the brand “outfitting cowboys for generations” in a collab campaign with Coors Banquet, the beer made with 100% Rocky Mountain water, to promote the pair as those who know firsthand what it takes to be the best in the West.

That knowledge includes their first-ever co-collection, Wrangler x Coors Banquet Collection, “a joint salute to the brands’ shared craftsmanship and grit, whether it is stitched into a pair of jeans or brewed into a signature, stubby bottle of Banquet”.

The twenty pieces in the collection include denim vests with custom Coors-branded embroidery and patches, pullover sweaters with Western-inspired artwork, classic Wrangler 13MWZ Cowboy Cut Jeans with limited-edition copper hardware, graphic t-shirts…and the chance to own a cowboy watercolour painted in Coors beer. Ten prints will be made available each weekday at noon CST at shop.coors.com from August 21 to September 3, while supplies last.

Wrangler and Coors Banquet partnered with artist, Caitlin Hatch, to paint the Rocky Mountain Watercolors posters that will also double as the first-ever national US ads made with beer. The OOH posters highlight the limited-release apparel, and one was painted in a real rodeo arena. Ten prints will be made available each weekday at noon CST at shop.coors.com from August 21 to September 3, while supplies last.

The collection will be promoted in the US, turning up at pop-up events at local bars across the country.