Wrangler has announced a number of new partnerships to keep denim waste out of landfills through systemic circularity practices.

The brand will once again reimagine styles using discarded denim with the second installment of the Wrangler Reborn Collection in collaboration with European vintage clothing retailer Beyond Retro. This initiative initially started as a curated collection giving new life to old jeans and after a successful initial launch in 2022 is now being expanded.

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.”

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