Wrangler plans new jean made from regeneratively grown cotton

Wrangler is celebrating the benefits of regeneratively grown cottonthrough a new jean it plans to develop. The denim brand is seeking newcotton farmers with whom to partner, specifically those who candemonstrate and document soil-carbon and biodiversityimprovements.

The new jean will be introduced as part of The Jeans Redesignproject from the Ellen MacArthur Foundation. The project is made up ofover 50 denim brands who follow the principles of circular economyfor positive impacts on the environment, society and the health ofthose working in its industry.

Wrangler plans to create what it calls the "Retro PremiumRegenerative Jean collection," and is looking for cotton farmersglobally to create the new jean. The brand is asking farmers to submitdocumented evidence of improved soil health and environmental benefitsresulting from their adoption of regenerative agriculturalsystems.

“A circular economy is symbiotic with regenerative agriculturalpractices,” Roian Atwood, Wrangler's senior director of globalsustainable business, said in a press release. “Wrangler is amplifyingour commitment with this call to action as we work with farmers torapidly scale the supply of sustainably-grown cotton. For thisproject, we’re looking for the best of the best.”

Image: Wrangler