Last time we saw Wrangler in the news, it was over the denim company's European ads that one photography contest judge said "screams raw sex."

Now the denim line is appealing to Americans by going back to its cowboy roots and tapping country western star Jason Aldean as the exclusive face of the new Wrangler Retro line!

The Retro line takes Wrangler Western Wear classics to a contemporary level including using new trim materials, lower rises and updated fabrics on boot and straight leg cuts.

Aldean already has a hit single -- "Big Green Tractor" -- but expect to see a lot more of him come August when the Retro line hits shelves at western specialty stores nationwide.

The boyish country music star will be fronting national TV (including ESPN and CMT), print, radio and online spreads for the updated cowboy line.

The guitar-strumming Aldean says he's "been wearing Wrangler jeans for more than a decade now, all the way back" when he "first started playing clubs in my teens down in Georgia."

Wrangler Western Wear's senior manager of marketing and special events, Edyie Brooks-Bryant adds, "[T]he Wrangler Retro line speaks directly to Jason's fan base ... he has been a Wrangler favorite for a long time."

If August doesn't come soon enough, Aldean is scheduled to play on "The Tonight Show with Conan O'Brien" this coming Thursday (July 22). Giddy yup!