Wrangler leads the way in sustainable denim

Wrangler

Iconic American denim brand Wrangler, part of the VF Corporation, has turned its attention to producing sustainable denim and is the first to adopt ‘Dry Indigo’ denim.

It’s a new foam-dyeing process that eliminates 99% of the water typically used in indigo-dyeing. Tejidos Royo, a Spanish fabric mill with a reputation for prioritising environmental performance, will be the first to integrate the foam-dye process.

It’s a new revolution in denim manufacturing, which will set the marker for other denim brands to follow suit. Tejidos Royo is scheduled to receive the foam-dye equipment in October and expects to begin supplying Wrangler with denim before the end of the year.

Wrangler is the first brand to embrace the innovative technology, which is expected to transform the denim industry. Wrangler President, Tom Waldron, says: “While we have been able to reduce 3 billion litres of water in product finishing during the past 10 years, we know that more needs to be done across the entire supply chain. Foam technology reduces water consumption and pollution further upstream, helping our fabric suppliers to dramatically minimise the impacts of making denim fabric blue.”

Recognising the potential of this breakthrough, Wrangler and the Walmart Foundation provided Texas Tech University with early-stage funding for development of the foam-dying process. The denim brand helped introduce fabric mills to the latest technology and now will incorporate the first foam-dyed denim into a line of jeans launching in 2019.