Wrangler’s New Denim Uses 100 Percent Less Water in Dyeing
Legacy American jeans brand Wrangler is addressing the mighty impact clothes-making can have on the environment and making moves to produce their denim products in a more sustainable way, notably the introduction of denim dyed with foam, an innovative technique that uses 100 per cent less water than conventionally dyed denim.
The global launch of foam-dyed denim follows Wrangler’s Indigood commitment to discover and implement the most sustainable ways for dyeing denim throughout its supply chain. The impressive stats for the foam-dyed denim range include 100 per cent water reduction, 30 per cent recycled cotton, and 100 per cent eco-tech finishing.
Wrangler’s factories in Valencia, Spain, where she learned about their newest sustainable initiative. While she was there, Wrangler’s senior director of sustainability, Roian Atwood, told her that the company have decided to target the process of indigo dyeing – “because it has the most significant visual and ecological impact on the planet.”
The legendary denim brand has helped pioneer a technology that has the potential to revolutionize sustainability standards for the entire denim industry.
Indigood Foam-Dye fully replaces the traditional water vats and chemical baths of conventional indigo dyeing, reducing by 100 per cent the amount of water required to turn raw denim into indigo blue, according to Wrangler. The new dyeing process also reduces energy use and waste more than 60 per cent compared to the conventional denim dyeing process.
Image courtesy: Wrangler
“Indigood raises the bar on what consumers can expect from us in terms of environmental performance,” Roian Atwood, director of sustainability at Wrangler, said. “We are continuously looking for opportunities to improve the sustainable impact of our products from field to seam and we are proud of what we’ve promised to achieve through Indigood.”
Essentially, what happens is an indigo foam solution is applied dry to cotton yarn, which dyes it the classic denim blue. The yarn is then put in nitrogen to prevent oxygenation, meaning the jeans don’t need to be soaked multiple times or rinsed through chemicals, which both contribute to the huge amount of water the traditional dyeing process requires.
The Indigood technique will be used first in Wrangler’s Icons range, which is a three-piece denim capsule that came out in spring 2019 and includes some of Wrangler’s most iconic products produced through the highest level of sustainability available. The Indigood products also incorporate recycled cotton, laser finishing and ozone finishing, all considered sustainable manufacturing.
Continuing on their global sustainability goals, Wrangler said it plans to conserve 5.5 billion litres of water at owned and operated facilities by 2020, using 100 per cent preferred chemistry throughout its supply chain by 2020, power all owned and operated facilities with only renewable electricity by 2025, and source 100 per cent sustainable cotton by 2025.