At 117 years old, Wrangler is continuing to evolve its processes to accommodate the changing demands of the industry and its consumers. Its latest innovation puts the planet, product and people front and center.
On Thursday, the Kontoor Brands-owner heritage brand launched the WeCare Wrangler sustainability platform that outlines its vast commitment to sustainability and presents measurable goals that run through 2030. The global platform offers a comprehensive understanding of its sustainability efforts, displaying graphics with easy-to-read targets that reaffirm the goals set in its first-ever sustainability report published last September.
“Our process for creating apparel that consumers are passionate about starts with respect for both for the planet and the people who call it home,” said Tom Waldron, executive vice president, global brand president of Wrangler. “The WeCare Wrangler sustainability platform will act as our roadmap as we help lead the industry toward meaningful change that creates more positive environmental and social impacts.”
Targets include attaining 100 percent preferred chemistry throughout its supply chain by 2023, 100 percent sustainable cotton in all of its collections by 2025, 100 percent renewable energy powering all owned and operated facilities by 2025, and 50 percent reduction in water usage by 2030. WeCare Wrangler goes on to map out how it will achieve these targets, breaking them down into planet, product and people categories.
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By explaining its sustainable approach in a way that all can understand, the brand can achieve better transparency and potentially tap into new partnerships.
“We’re continuously looking for opportunities to work with our partners and suppliers to minimize impact on the planet,” said Jeff Frye, vice president of product development and direct procurement at Kontoor Brands. “When we all work together, we can create apparel that not only looks good, but conserves the land it’s created from.”
To further confirm its commitment to more responsibly made denim, it simultaneously launched the Retro Green Jean collection, a line that gives a sustainable update to its bestselling denim. Men’s bootcut and straight legs and women’s high-rise trousers, trumpet flares and skinny jeans are reimagined to include hemp, pre-consumer recycled cotton and recycled hardware. The collection is available now on the Wrangler website for an average price of $79.
Wranglers’ position in the denim industry has made it an attractive partner for sustainable initiatives. It was one of the first to sign on to the Ellen MacArthur Foundation’s Jeans Redesign program, and is a part of the Make Fashion Circular initiative that brings the industry together to design with the planet in mind. Last month, the brand expanded upon its Indigood foam dye process—an initiative developed in partnership with denim mill Tejidos Royo and Texas Tech University—to include eco solutions and ultimately achieve more water savings throughout the denim industry.