- Robyn Turk
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Wrangler is celebrating the benefits of regeneratively grown cotton
through a new jean it plans to develop. The denim brand is seeking new
cotton farmers with whom to partner, specifically those who can
demonstrate and document soil-carbon and biodiversity
improvements.
The new jean will be introduced as part of The Jeans Redesign
project from the Ellen MacArthur Foundation. The project is made up of
over 50 denim brands who follow the principles of circular economy
for positive impacts on the environment, society and the health of
those working in its industry.
Wrangler plans to create what it calls the “Retro Premium
Regenerative Jean collection,” and is looking for cotton farmers
globally to create the new jean. The brand is asking farmers to submit
documented evidence of improved soil health and environmental benefits
resulting from their adoption of regenerative agricultural
systems.
“A circular economy is symbiotic with regenerative agricultural
practices,” Roian Atwood, Wrangler’s senior director of global
sustainable business, said in a press release. “Wrangler is amplifying
our commitment with this call to action as we work with farmers to
rapidly scale the supply of sustainably-grown cotton. For this
project, we’re looking for the best of the best.”
Image: Wrangler
