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Wrangler Expands Its Outdoor-Focused ATG Line for Women

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After experiencing double-digit growth in less than two years’ time, Wrangler’s All Terrain Gear (ATG) category is launching its women’s line in the U.S.

The Kontoor Brands-owned denim label introduced the outdoor range in 2019 with a men’s collection consisting of durable, high-performance clothing designed for everyday wear. It now includes leggings, joggers, T-shirts, shorts and anoraks designed by women, for women.

“True comfort and versatility are rooted in excellent fit and superior function, which we have been serving up for nearly 75 years,” said Jenni Broyles, Wrangler’s vice president and general manager.

The line was crafted with the outdoors in mind, and features technical elements such as built-in UPF 50 protection and water repelling, quick-dry material. Standout pieces include cargo leggings and boot-cut stretch pants, a half-zip windbreaker and a pair of joggers that feature comfort waist, side utility pockets and articulated knees.

“We knew when we launched the men’s line in late 2019 that we wanted to expand this collection to women, and our teams worked thoughtfully and diligently to understand what the female consumer wanted,” Broyles said. “Because of the passionate spirit for the outdoors, a strong connection to heritage brands with proven authenticity, and our brand’s ability to deliver on value, the ATG by Wrangler collection is set apart from anything else in the category.”

After significant growth, Wrangler’s All Terrain Gear (ATG) category is launching its women’s line in the U.S. for the first time.

ATG

Sustainability was a major focus for the collection, with all products incorporating recycled polyester and other eco-friendlier materials such as organic cotton. Wrangler’s larger sustainability goals were announced in its first-ever sustainability report, which it published in September, and include targets like saving 10 billion liters of water by 2025 and cutting water usage in half by 2030.

Wrangler’s global brand president Tom Waldron alluded to the ATG expansion in a Q4 2020 earnings call in March when discussing the label’s 73 percent Q4 outdoor category increase. The Covid-19 pandemic encouraged many to leave their homes and step into nature, creating a ripe environment for the outdoor category as a whole.

The Women’s ATG line is offered in sizes S-XXL and 4-20 for tops, bottoms and outerwear. The collection is available in-store and online and retails for $20-$110.

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