Wrangler has unveiled several new partnerships aimed at minimizing denim waste in landfills through systematic circularity practices. Collaborating once more with European vintage clothing retailer Beyond Retro, Wrangler will breathe new life into discarded denim with the second edition of the Wrangler Reborn Collection. This initiative, which began as a curated collection reviving old jeans, has seen success since its inception in 2022, prompting an expansion of its scope.
Wrangler is also participating with a small selection of brands in the mission of Accelerating Circularity, a non-profit focused on textile-to-textile recycling systems, to develop a new five-pocket jean style from upcycled denim that will be exclusively available at Walmart.com. The goal is to catalyse a new circular supply chain and develop an ecosystem that diverts used textiles from landfills and converts them into new raw materials.
In addition, at the Texas Playboys Baseball Club in Austin, a one-of-a-kind, upcycled shade structure repurposed from scrap denim and cardboard tubes, will provide shade for players and spectators and showcase the beauty of sustainable design and the transformative power of upcycling. After partnering with the Playboys to design upcycled uniforms for the team in 2023, Wrangler is working alongside the organisation to champion a greener, more inclusive future for the local community.
“At Wrangler, we have been committed to taking the reins on sustainability throughout our 77-year heritage, especially through our dedication to durability and longevity, as denim lovers can wear their Wranglers for years on end,” said Vivian Rivetti, vice president of global design at Wrangler. “Working hand in hand with these organisations gives us the opportunity to showcase the potential of upcycling within the fashion industry.”
