Wrangler aims to halve its water usage by 2030

Global retailer, Wrangler, has announced plans to cut its water usage inhalf by 2030.

This goal targets the fabric construction, fibre production and productfinishing phases of the denim supply chain, which make up more than 95percent of the water used throughout the production process, according toWrangler.

The US brand is collaborating with Transformers Foundation to make awater balance study which will analyse the company’s water consumptionacross its global denim supply chain.

“We’re learning from our past successes in water conservation andexpanding the scope of our efforts to be more inclusive of some of thebiggest water impacts in our supply chain,” Tom Waldron, executive vicepresident and global brand president of Wrangler, said in a statement.

“Our new water goal is ambitious, and necessary. New technologies andpractices will empower Wrangler to make progress and advance the industryforward in water conservation measures.”

Roian Atwood, senior director of global sustainable business atWrangler, said: “A renewed sustainability target creates an organisationalfocus that enables Wrangler to create meaningful change through theconservation of water resources. Because water is a shared resource, itsconservation is also a shared responsibility. Working with the TransformersFoundation will help accelerate sustainability collaboration in ourindustry.”

Wrangler became the first brand to offer denim dyed with foam in 2019, aprocess which uses 100 percent less water than conventionally-dyed denim.In 2017, the retailer also launched the ‘Wrangler Science and ConservationProgram’ to help build a more durable cotton supply.

Photo credit: Wrangler