Wrangler’s latest Westward 626 Earth Day jean might look familiar to some. Proving that sustainability never goes out of fashion, the white flare jeans feature a planet-friendly custom illustration the brand revisited from the 1970s. The jean is a rendition of the 1970s Wrangler Clean Air jean, from which the brand redesigned the print around today’s current environmental concerns.
In a spring palette of yellow, blue and green pastels, the allover print features environmentalism artwork spanning flowers, cotton, and bodies of water to polluting smoke stacks and signs of protest. Echoing the current trend to reuse and resale, phrases like “Pass me on!,” “Keep me happy” and “We care” are sprawled throughout to reinforce the pro-environment message.
“A significant era in Wrangler’s history, the ’70s was a decade filled with experimentation and bold self-expression through many avenues. Lines were often blurred between fashion, art and music,” said John Meagher, senior director of marketing, Wrangler North America. ” These jeans were one of the first eco-minded styles we conceptualized, and we’re thrilled to encourage change through an iconic interpretation of our archives.”
The jeans themselves are responsibly crafted, featuring 100 percent organic cotton, digitally printed designs, easy-to-remove raw copper buttons, a vegan leather patch, a 75th anniversary label made of recycled polyester and a care label printed with soy-based ink. Eco-friendly finishes are part of the brand’s sustainability platform “WeCare Wrangler.”
Wrangler introduced WeCare Wrangler in 2021 to outline its commitment to sustainability and present measurable goals that run through 2030. The global platform displays graphics with easy-to-read targets that reaffirm the ambitions set in its first-ever sustainability report published in 2020. Goals include sourcing 100 percent sustainable cotton and using 100 percent renewable energy and clean chemistry by 2025, as well as achieving a 50 percent reduction in water usage by 2030.
Wrangler’s special-edition jeans are just one of the many Earth Day initiatives from brands and retailers this year.
Madewell expanded Madewell Forever, its resale platform powered by ThredUp, to include pre-owned sweaters, tops, jackets, dresses, denim skirts and shorts, and bags. The program launched last year with jeans. Uniqlo launched a social contribution program “Buy With Purpose” on its app, allowing customers to redeem points earned through the purchase of sustainable Uniqlo products like its Blue Cycle Denim Jeans. Old Navy’s new Going Greener Shop serves as a one-stop-shop for its signature sustainable styles including water-saving jeans.
Wrangler’s Westward 626 Earth Day jean is available beginning Friday on the brand’s website for $129 in sizes 24-32, with 32- and 34-inch inseams.