Kontoor calls digitally printed jeans ‘the future’
30/03/2023
Kontoor, the parent group of Wrangler and Lee, says a pair of jeans can use more than 2,000 gallons of water to dye and wash, and this could reduce it to almost zero.
“If we are looking at the future, we want to go to almost zero litres of water in the making of our jeans,” said Mr Agarwal.
“This is the future. This is the digital world which everybody is talking about.”
While admitting it would take time and specific digital technology, he believes it is scalable.
Lee released a digitally printed jeans collection in Asia in 2022.
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