The term 'Wrangler Rival' refers to two of the most popular denim jeans brands in the world: Levi and LEE. Levi is a four-letter brand that has been around since 1873 and is known for its quality and durability. LEE is a three-letter brand that was founded in 1889 and is known for its classic style and comfort. Both brands are popular among denim enthusiasts and have been rivals in the market for many years.