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Rooted in the USA

All cotton in the collection is traceable to individual farms.

17th March 2022

Innovation in Textiles
 |  USA

Clothing/​Footwear, Sustainable

Wrangler is expanding its Rooted Collection range of jeans and shirts grown, cut and sewn in the USA.

New for Spring 2022, the brand has introduced a men’s and women’s jean made completely from US-grown sustainable cotton, along with additional state-specific jeans for Alabama, California, North Carolina and Texas. The collection aims to celebrate local farmers, promote sustainable farming practices and highlight the quality of American craftsmanship.

Contributing to the brand’s goal of 100% sustainable cotton usage by 2025 as part of its WeCare Wrangler platform, all cotton in the collection is traceable to individual farms in respective states, which were selected for the programme due to their commitment to responsible land stewardship practices. Participating farms include Martin Family Farm (Alabama), Tri T Farms (California), Buie Family Farm (North Carolina) and Vanderman Farms (Texas).

Every Wrangler Rooted Collection state jean features subtle but classic elements like custom metal shanks, rivets, patches and pocket prints unique to that state. A custom stamp on the pocket lining spotlights each farmer’s name and signature, while the other side nods to their tireless work ethic and responsible land stewardship.

Along with the premium denim, the brand is also releasing sustainable t-shirts for thirteen individual states including Alabama, Arizona, California, Colorado, Georgia, Louisiana, Montana, North Carolina, Oklahoma, Oregon, Tennessee, Wyoming, Texas, as well as additional USA-inspired designs.

“From start to finish, our approach to this collection reflects the attitude of farmers toward the earth – responsible, respectful and rooted,” said Allen Montgomery, vice president of Wrangler NAM western and workwear. “The goal of the Rooted Collection is to honour the American farmer and promote traceability and sustainable farming practices, including soil health, water saving techniques and regenerative agriculture.”

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