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

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

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

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

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

Roian Atwood, senior director of global sustainable business at
Wrangler, said: “A renewed sustainability target creates an organisational
focus that enables Wrangler to create meaningful change through the
conservation of water resources. Because water is a shared resource, its
conservation is also a shared responsibility. Working with the Transformers
Foundation will help accelerate sustainability collaboration in our

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

Photo credit: Wrangler

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