Having lived in the southwest for almost ten years before moving to the midwest, I can say that Wrangler brand is the most popular jeans. They're about all you see at southwest rodeos, fairs, and appear to be the choice of ranchhands and cowboys. However, that's not the reason I chose Wrangle, and in particular, the Cowboy Cut. For me, they're a far better fit than Levi's. They ride about an inch or so higher and are more comfortable. They have a slightly higher rise and the crotch isn't as binding. That may simply be my body shape but in addition, I think Wrangler uses a higher grade cotton than other brands. I won't demean Levi's, Lee, or other brands. They make a good product but just not for me. I need a tough pair of jeans that are comfortable, will take a beating, and last. Wrangler does that. The Wrangler Cowboy Cut jeans are of heavier material than their standard five star jeans, also an excellent product, and cost more but in my opinion, worth the added cost. They do shrink a bit but I ordered my regular size and found shrinkage at a minimum. Perhaps that's because I wore them two days before washing. I recommend them.