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Wrangler Adds a Sustainability Factor to New Outdoor ATG Collection

From new denim constructions, weights and washes to the steps global mills are taking to reduce impact, Rivet's SS23 In Season Look Book: Denim & Trims has everything you need to know for a successful denim season.

Wrangler is calling on its cowboy roots with a new apparel line tailored to adventurers.

The collection, All Terrain Gear (ATG) by Wrangler, features clothing equipped with qualities intended for high performance and outdoor activities. Garments feature water-repellent fabric, mesh venting, UPF protection and convertible capabilities to keep wearers comfortable and prepared for the unpredictable nature of the outdoors.

The collection also serves as a platform for Wrangler to share a sustainable fashion story. The men’s line includes an eco utility flannel shirt and outdoor eco utility pant made of recycled fibers.

A heritage brand first designed for the ultimate outdoor enthusiasts—cowboys—Wrangler’s latest collection allows it to flex its decades of expertise. “At Wrangler, we have a unique and intimate understanding of the importance of durability and versatility, having outfitted cowboys and outdoor adventurers for decades,” Tom Waldron, Wrangler’s vice president and global brand president, said.

“ATG by Wrangler couples the durability and quality consumers know and trust from Wrangler with the functional benefits required to produce a rugged and versatile outdoor apparel collection. Unlike most other outdoor companies, we’re proud to provide everyday consumers with outdoor apparel that includes premium functionality and dynamic comfort, without a premium price tag,” he added.

Also included are joggers with a convertible leg; a lightweight jacket with an adjustable hood; and a jogger and fleece-lined synthetic pant for boys. Available on the Wrangler website and at its retail locations throughout the country, ATG ranges in price from $19.99 for a shirt to $109.99 for outerwear.

Wrangler teased the collection during its Spring 2020 Showcase Market Week in October, where it also gave a sneak peek at its women’s collection. With Western influences and an emphasis on the outdoors, the brand’s newest collections underscore Wrangler’s move back to its heritage cowboy roots.