Wrangler joins the Jeans Redesign Project

By

Jennifer Braun

Published
Sep 11, 2020

Wrangler is aiming to create a new jean that celebrates the benefits of regeneratively grown cotton, the brand announced on Thursday.

Via the Jeans Redesign Project from the Ellen MacArthur Foundation (EMF), the denim brand said it is looking to team up with cotton farmers, who can demonstrate and document soil-carbon and biodiversity improvements.

The selected cotton will be used to create the Wrangler 'Retro Premium Regenerative Jean' collection.

The Jeans Redesign Project sees over 50 brands embrace the principles of circular economy to ensure positive impacts for the environment, society and the health of those working in its industry. As defined by the EMF, one of the key principles of circular economy is the regeneration of natural systems.

“A circular economy is symbiotic with regenerative agricultural practices,” explained Roian Atwood, senior director, global sustainable business at Wrangler, in a news statement.

“Wrangler is amplifying our commitment with this call to action as we work with farmers to rapidly scale the supply of sustainably-grown cotton. For this project, we’re looking for the best of the best.”

To be considered, farmers worldwide have been asked to submit documented evidence of improved soil health and environmental benefits resulting from their adoption of regenerative agricultural systems. Examples include improvements in soil carbon, soil physical properties, biological properties, and determined benefits to the environment.

In addition to signing onto the Jeans Redesign guidelines, the brand joined EMF’s Make Fashion Circular, which drives collaboration between apparel industry leaders to ensure clothes are made from safe and renewable materials, new business models increase their use, and old clothes are turned into new.

The Kontoor Brands-owned brand made its first commitment to sustainable cotton in 2017, with the launch of the Wrangler Science and Conservation Program. The program aims to build a more resilient and regenerative cotton supply.

Wrangler equally previously announced its aim to source 100 percent of its cotton from farms using land stewardship practices by 2025.