Wrangler customers can now wear their state pride on their sleeve—and their bottoms. The heritage denim brand expanded on The Wrangler Rooted Collection, a Made in U.S. line it developed in 2019 to support local farmers and further its commitment to sustainability. Items in the collection are grown, cut and sewn in the U.S.
New items for the Spring 2022 collection include “USA” jeans made completely from U.S.-grown sustainable cotton, with a slim fit currently offered for men and a high-rise trouser jean and a high-rise straight jean coming soon for women.
The range also includes state-specific jeans dedicated to Alabama, California, North Carolina and Texas, all of which use cotton grown in their respective state. Each jean includes custom metal shanks, rivets, patches and pocket prints unique to that state, along with a custom stamp on the pocket lining with the farmer’s name and signature on one side. The other side outlines the farmer’s commitment to land stewardship.
T-shirts are also featured in the collection and celebrate 13 states, including all of the four jeans locations as well as Arizona, Colorado, Georgia, Louisiana, Montana, Oklahoma, Oregon, Tennessee and Wyoming. Shirts are made from cotton sourced from Texas.
The line’s local supply chain allows for full transparency: Cotton can be traced back to each of the individual farms, which include the Martin Family Farm in Courtland, Ala., Tri-T Farms in Visalia, Calif., Buie Family Farm in Red Springs, N.C., and Vardeman Farms in Slaton, Texas. Wrangler selected the farms based on their commitment to responsible land stewardship practices.
“From start to finish, our approach to this collection reflects the attitude of farmers toward the earth: responsible, respectful and rooted in U.S. soil,” said Allen Montgomery, vice president, Wrangler North America western and workwear. “The goal of the Rooted Collection is to honor the American farmer and promote traceability and the sustainable farming practices including soil health, water-saving techniques and regenerative agriculture.”
Wrangler has long been a champion of the American farmer. In 2017, it launched the Wrangler Science and Conservation Program comprising industry experts, farmers and nonprofit partners that sponsors research and farmer workshops and promotes soil health farming practices.
More recently, the brand announced a project calling for the world’s most regenerative cotton, which it aims to use in an upcoming Wrangler Retro Premium “Regenerative Jean” collection. Working in partnership with the Soil Health Institute, it’s asking farmers around the world to show documentation of improved soil health and environmental benefits resulting from their adoption of regenerative agricultural systems.
This may be a strategic time for Wrangler to double down on its Made in America offerings, as the U.S. government is currently making a concerted effort to promote and support locally made products. In August, the Commerce Department launched a modernized Made in USA sourcing products directory facilitating business-to-business matchmaking for the textiles, apparel, footwear and travel goods sectors.
The expansion of The Wrangler Rooted Collection ties in with the brand’s goal to use 100 percent sustainable cotton by 2025 as part of its WeCare Wrangler platform, the sustainability initiative it launched a year ago. In it, the brand outlined measurable goals that it will accomplish through 2030, including attaining 100 percent preferred chemistry throughout its supply chain by 2023, 100 percent renewable energy powering all owned and operated facilities by 2025, and 50 percent reduction in water usage by 2030.
The collection is now available on wrangler.com and in select retailers, with prices ranging from $35-$119 for men and $35-$129 for women. Men’s products are offered in waist sizes 30-44 and 30-36 lengths for jeans and S-XXL for tops. Women’s are available in waist sizes 24-35 and 30-36 lengths for jeans and S-XXL for tops.