The Event

To preview the launch of the Wrangler x Buffalo Trace collection, AMP3 planned a launch party at Ray’s, a famous “dive” bar in New York City. Wrangler took over the bar menu with custom Buffalo Trace cocktails, and really leaned into the Rays aesthetic — replacing the bar’s neon signs with custom Wrangler x Buffalo Trace neons; created denim pillows for the seating area downstairs; and designed custom matchbooks emblazoned with the collaboration logo. Key pieces from the collection were displayed around the bar in large light up wooden frames.

AMP3 provided branded trucker hats made exclusively for the event and gifted those to guests. An assortment of specialty cocktails were served including a Bourbon Apple Pie and an Old Fashioned both made with Buffalo Trace Bourbon. We had Kristine Barilli as our DJ and she did an incredible job.

The atmosphere of the event was spot-on. A mix of media, influencers and VIP guests attended including Zach Bryan and Chris Deyo Braun.

The party also featured a tattoo artist tattooing free (and yes, permanent!) tattoos onto guests, all very much on theme with both Wrangler and Buffalo Trace. For those guests who wanted something a little less permanent, The Untrend Shop joined us for custom chain stitching on collab branded denim aprons. Guests had a blast rocking their Wrangler best and showing off their fresh tattoo’s & chainstitching. This was a super unique factor that we added to the event, and it made for an unforgettable night.

“By partnering with Buffalo Trace, we were able to dive deep into the culture and legacy of spirits and distilling to unlock new product offerings that also felt right for our brand,” said Vivian Rivetti, vice president global design at Wrangler.

All aspects of the event perfectly captured the vision for the Wrangler x Buffalo Trace launch, and prompted excitement for all attendees.

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