Wrangler to Upcycle Denim for Walmart, Beyond Retro and More
From being a part of pioneering projects that have an industry-wide impact like indigo foam dyeing to being an early adopter of next-gen materials in denim like Infinited’s Infinna fiber to domestic initiatives that support U.S. cotton growers, Wrangler’s sustainability mission has many touch points.
Doing more with less raw materials is the focus on the 77-year-old denim brand’s latest efforts.
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The Kontoor Brands-owned label announced last week that it is joining a small selection of brands to support Accelerating Circularity, the Walmart Foundation funded non-profit focused on textile-to-textile recycling systems at commercial scale, to develop a new 5-pocket jean from upcycled denim.
Wrangler joined the Accelerating Circularity project to “demonstrate the catalyzation of new circular supply chains and develop an ecosystem that diverts used textiles from landfills and converts them into new raw materials,” the company said.
The jeans will be sold exclusively on walmart.com. The launch date is still being finalized but a spokesperson said it will likely be this fall.
Wrangler is linking with European vintage and resale retailer Beyond Retro to upcycle Wrangler denim as well.
The collection is part of Wrangler Reborn, a program Wrangler started in 2022 as a curated collection featuring vintage and preloved denim fabric from as early as the 1950s to the 2000s that celebrates the brand’s original, iconic and revered styles. The collection cuts out the need for production of new materials, giving new life to old jeans.
The collaboration with Beyond Retro will include styles like the Greensboro Straight Leg Jean, Reworked Short, Icon Jacket and Heritage Shirt.
Beyond Retro has previously partnered with Converse, Gina Tricot and Swedish brand Franca Franca on upcycled collections.
Wrangler is also regrouping with Austin-based sandlot baseball club Texas Playboys Baseball Club to create one-of-a-kind, upcycled shade structure out of repurposed scrap denim and cardboard tubes. The structure will provide shade for players and fans.
In 2023, the brand partnered with the Playboys to design upcycled denim uniforms for the team.
The partnerships are part of Wrangler’s continued strategic effort to keep denim waste out of landfills through systemic circularity practices. Vivian Rivetti, vice president of global design at Wrangler, said the projects reaffirm the company’s commitment to durability and longevity, adding that Wrangler is “focused on creating a better future through meaningful partnerships and purposeful design practices.”
“Working hand in hand with organizations like Beyond Retro, Accelerating Circularity and the Texas Playboys gives us the opportunity to showcase the potential of upcycling within the fashion industry,” she said.”
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