Wrangler launches sustainable cotton programme in Europe

US denim giant Wrangler launched a sustainable cotton programme at the Agrotica international agricultural fair in Thessaloniki, Greece.

The "Wrangler Science and Conservation Program" will see the iconic denim brand collaborate with European farmers to promote sustainable agricultural production, as well as land stewardship practices that advance soil health and traceability in the supply chain.

Roian Atwood, senior director of sustainability at Wrangler, commented: “Wrangler products are made with cotton grown all over the world, so it’s important that we help drive the entire industry toward more sustainable production. It’s been great to learn from European farmers, to share our research and to unite against major industry challenges, like the loss of valuable top soil.”

Roian Atwood (r) at Agrotica

Launched in 2017, the Wrangler Science and Conservation Program is an alliance of industry experts, pioneering farmers, and non-profit partners that sponsors research, farmer workshops and promotes soil health farming practices, with an aim to build a more resilient and regenerative cotton supply.

Research shows that such science-backed methods can increase yield while reducing water and energy inputs, fighting erosion, and add more carbon into the soil.  The denim brand aims to source 100% of its cotton from farms using land stewardship practices by 2025.