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Wrangler’s New Denim Collection Uses 100 Percent Less Water in Dyeing

Continuing to focus on sustainable manufacturing methods under new parent Kontoor Brands, the Wrangler brand has introduced denim apparel dyed with foam, an innovative technique that uses 100 percent less water than conventionally dyed denim.

The global product launch of foam-dyed denim follows the Wrangler brand’s Indigood commitment to discover and implement the most sustainable ways for dyeing denim throughout its supply chain.

“We’re proud to have helped pioneer a technology that has the potential to revolutionize sustainability standards for denim,” said Tom Waldron, vice president and global brand president for Wrangler. “The introduction of Indigood foam-dyed denim represents our continued commitment to use our global scale to advance the denim industry, while maintaining the authenticity, quality and style that consumers expect from Wrangler.”

Indigood Foam-Dye fully replaces the traditional water vats and chemical baths of conventional indigo dyeing, reducing by 100 percent the amount of water required to turn raw denim into indigo blue, according to Wrangler. The new dyeing process also reduces energy use and waste more than 60 percent compared to the conventional denim dyeing process.

“Indigood raises the bar on what consumers can expect from us in terms of environmental performance,” Roian Atwood, director of sustainability at Wrangler, said. “We are continuously looking for opportunities to improve the sustainable impact of our products from field to seam and we are proud of what we’ve promised to achieve through Indigood.”

Products from the Indigood line will be featured in the ICONS Collection, which includes some of Wrangler most iconic products produced through the highest level of sustainability available. The Indigood products also incorporate recycled cotton, laser finishing and ozone finishing, all considered sustainable manufacturing. The collection includes women’s and men’s jeans, shirts and jackets in two distinct denim shades: Good Day (light) and Good Night (dark).

Wrangler said the launch of Indigood demonstrates its commitment to sustainability that it developed as part of VF Corp. before VF spun off its Wrangler, Lee and Rock & Republic denim nameplates under Kontoor Brands. Continuing on those global sustainability goals, Wrangler said it plans to conserve 5.5 billion liters of water at owned and operated facilities by 2020, using 100 percent preferred chemistry throughout its supply chain by 2020, power all owned and operated facilities with only renewable electricity by 2025, and source 100 percent sustainable cotton by 2025.