Wrangler is using recycled Infinna fibers for sustainable denim versions of classic designs.
The iconic jeans and denim brand is partnering with the Infinited Fiber Company to combine Infinna—“regenerated” fibers made with cellulose and recycled textile waste—with Wrangler’s in-house foam dye technology.
What does this mean? Well, it means a 99 percent reduction in wastewater, and 60 percent less energy use during the dying process, while Infinna fibers are fully biodegradable. The Infinited Blue FW21 collection includes sustainable takes on classic designs from Wrangler’s 74-year back-catalog, including the popular Western jacket and jeans.
“Wrangler is committed to continually pushing the sustainability standards for denim,” says Dhruv Agarwal, Senior Director of Innovation, Sustainability, and Product Development at Kontoor Brands, the parent company of both Wrangler and Lee.
The traditional denim involves lots of pollution and waste, so it has a big environmental impact. The dying process is resource-intensive and creates extensive waste and pollution, while cotton production, in general, requires a huge amount of water and can lead to further pollution through chemical and pesticide use.
“We believe our work with Infinited Fiber Company and the introduction of Infinna once again raises the bar in terms of [the] environmental performance of our denim products without compromising the comfort and quality consumers expect from Wrangler,” adds Agarwal. According to Good On You, which assesses brands for their sustainability and business practices, Wrangler is rated “not good enough,” with just one out of five points for the planet.
“We are grateful to the Wrangler Innovation Team for their long-term support, for being one of the early adaptors of Infinna™ and for turning our innovation into a beautiful denim that will unlock a new level of circularity in the textile industry,” said Petri Alava, CEO and co-
founder, Infinited Fiber Company.