Wrangler launches denim range with foam-dye technology

The launch follows the Wrangler brand's Indigood commitment to discover and implement throughout its supply chain the most sustainable ways for dyeing denim.

“We’re proud to have helped pioneer a technology that has the potential to revolutionize sustainability standards for denim,” said Tom Waldron, VP & global brand president, Wrangler. “The introduction of Indigood foam-dyed denim represents our continued commitment to use our global scale to advance the denim industry, while maintaining the authenticity, quality and style that consumers expect from Wrangler.”

Indigood Foam-Dye entirely replaces the traditional water vats and chemical baths of conventional indigo dyeing, reducing by 100 per cent amount of water required to turn denim that beloved shade of indigo blue. The new dyeing process also reduces energy use and waste by more than 60 percent compared to the conventional denim dyeing process.

“Indigood raises the bar on what consumers can expect from us in terms of environmental performance,” said Roian Atwood, director of sustainability at Wrangler. “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.”

The Indigood products will be featured in the ICONS Collection, giving consumers access to the Wrangler brand's most iconic products with the highest level of sustainability available on the denim market today. In addition, with absolutely no compromise to quality, the Indigood products incorporate recycled cotton, laser finishing and ozone finishing. The collection includes both male and female jeans, shirts and jackets in two distinct denim shades: Good Day (light) and Good Night (dark).

The launch of Indigood demonstrates the Wrangler brand's continued commitment to sustainability, reflected in the brand’s global sustainability goals. The ambitions include using 100 per cent preferred chemistry throughout our supply chain by 2020, sourcing 100 per cent sustainable cotton by 2025, conserving 5.5 billion liters of water at owned and operated facilities by 2020 and powering all owned and operated facilities with 100 per cent renewable electricity by 2025. (RR)

Fibre2Fashion News Desk – India