Wrangler, one of the major denim brands which now functions under the newly formed Kontoor group, has recently launched a new collection which aims to deliver a uniquely ‘local’ approach to supply chain traceability.
The Wrangler Rooted Collection, a limited edition line made exclusively in the USA from 100 per cent ‘sustainable cotton’, features jeans made from cotton sourced from family farms in Alabama, Georgia, North Carolina, Tennessee and Texas. Wrangler claims that the cotton used in each separate design will be fully traceable to the farm in the corresponding state.
The family farms that supply cotton to the rooted collection are the first to be members of the Wrangler Science and Conservation programme, which advocates for land stewardship and soil health best practices. These science-based methods are specifically designed to build crop resilience to weather disruptions while simultaneously improving yield, reducing water and energy inputs, fighting erosion and reducing the greenhouse gas emissions.
Wrangler plans to procure 100 per cent of the cotton from farms using land stewardship practices by 2025.
“The Wrangler Rooted Collection reflects our commitment to strengthening local communities and supporting U.S. farmers. The introduction of the collection is aligned with our goal to continually improve the environmental performance and traceability of our products.” – Tom Waldron, Global Brand President, Wrangler
It is worth noting that the denim fabric will be produced in Mount Vernon Mills in Trion , Georgia whereas the jeans will be cut and sewn by Excel Manufacturing in El Paso, Texas.
Moreover the regional identity of every garment will be communicated to the consumers with the help of a trim and patch featuring the respective state’s silhouette and other region-specific embellishments. Also the jeans in the collection will be marketed through company’s website and at the participating retailers for around US $ 100 with T-shirts priced at approximately US $ 30.
