The Jeans Redesign guidelines, as set out by over 40 denim experts alongside the Foundation, establishes the minimum requirements for the durability, material health, recyclability and traceability of denim jeans. As defined by the EMF, one of the key principles of circular economy is the regeneration of natural systems. 

Roian Atwood, senior director of sustainable business at Wrangler, said: “A circular economy is symbiotic with regenerative agricultural practices. 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.”

An external panel chaired by the Soil Health Institute will review farmer submissions for selecting the final candidate. 

This global call to action builds on the launch of Wrangler’s sustainable cotton program in 2017, the Wrangler Science and Conservation Program, with an aim to build a more resilient and regenerative cotton supply. 

“Over the last 100-150 years, many of our most productive agricultural soils have lost 40-60 percent of their precious organic carbon back into the atmosphere,” said Wayne Honeycutt, CEO of the Soil Health Institute.

 “Restoring carbon back into the soil with regenerative agriculture is one of the greatest opportunities we have to address both climate change and the financial well-being of farmers. We hope more brands will follow Wrangler’s lead and produce climate beneficial clothing.”

Footwear and clothing brand Timberland has also been investing in regenerative farming and is launching a line of shoes made from leather sourced from cattle from ranches that have followed certain practices. Timberland and Wrangler were part of the same group, VF Corp, until Kontoor Group spun off with the denim brands (Wrangler, Lee and Rock and Republic) in 2018.