With his “Cowboy hat from Gucci and Wrangler on his booty,” country artist Lil Nas X and Columbia Records have now teamed up with the popular Denim label Wrangler to share with fans an exclusive behind-the-scenes look into the direction of his music video “Old Town Road.” The rapper also collaborated with the brand on a capsule collection in celebration his hit song.

Lil Nas will release footage from the set of the music video in the near future. Fans can access the footage by posting a photo of the back pocket of their Wrangler denim jeans. Fans will also be able to upload the photo of their jeans to the Wrangler’s site.

“As an iconic brand in fashion, we have shown up in music, film, and popular culture for decades, but this is the first time our jeans are actually the key to unlocking a behind-the-scenes look at the making of a chart-topping hit,” said Jenni Broyles, VP/GM of Wrangler North America. “We’re incredibly excited about the success of ‘Old Town Road’ and our partnership with Lil Nas X. It is another great example of the power music – and in our case, fashion – has to unite and inspire us all.”

“The phenomenon surrounding the track has broken boundaries and allows for a brand like Wrangler to hone in on its Western DNA while tapping into current culture,” says Jennifer Frommer, SVP of Brand Partnerships at Columbia Records.

Select pieces from the collection  are available now only on Wrangler.com/Booty.