Green jeans: Wrangler WeCare for planet, product and people
Kontoor-owned denim brand Wrangler recently announced the launch of two new eco-conscious initiatives: WeCare Wrangler and Retro Green Jean.
Designed as something of a public roadmap for the brand’s green-minded objectives, WeCare centres on measurable goals in three key areas: planet (focusing on cotton’s impact), product (re-thinking resource-intensive design) and people (fair treatment of workers - and their planet - throughout the supply chain).
WeCare will build upon existing sustainability goals, Wrangler said, including achieving 100% renewable energy for all owned and operated facilities by 2025, 100% sustainable cotton by 2025 and a 50% reduction in water usage before 2030.
The US company’s global brand president, Tom Waldron, commented: “It matters to Wrangler what’s in our clothing. Our process for creating apparel that consumers are passionate about starts with respect for both the planet and the people who call it home.”
Retro Green Jean, meanwhile, reimagines existing Wrangler styles with natural fibres, recycled hardware and eco-friendly materials “from the hem to the waistband and everything in-between”, a press release said. (The brand reportedly adheres to both the Ellen MacArthur Foundation’s Jeans Redesign and Make Fashion Circular initiative guidelines.)
Vice president of product development and direct procurement at Kontoor, Jeff Frye, added: “We’re continuously looking for opportunities to work with our partners and suppliers to minimise impact on the planet. When we all work together, we can create apparel that not only looks good, but conserves the land it’s created from.”
Image: Wrangler.
