PREVIEW BRANDPAGE | WRANGLER
Curious about the participants of PREVIEW MEN and WOMEN? You can now read more information about the brands taking part in the event on their dedicated brand pages!
ABOUT WRANGLER
Since its founding in 1947 in Greensboro, North Carolina, Wrangler has focused on innovation and on creating the best possible jeans, jackets, and shirts for cowboys. Special features were added to enhance the functionality of the jeans, such as flat rivets that wouldn’t scratch the saddle, watch pockets, felled seams for a more comfortable ride, and seven belt loops instead of the usual five.
Functional design elements remain essential today, but they have been adapted to modern looks and needs. Today, jeans are worn by millions of people every day, and Wrangler remains fully committed to improving the everyday functionality of its jeans, making a significant and positive difference in the lives of those who wear them.
The groundbreaking innovative platform, Denim Performance, emerged from an understanding of what is expected from a pair of jeans in the 21st century: jeans that keep you warm in winter, cool in summer, stay dry, and – just as in 1947 – keep your pocket watch safe. Only nowadays, most “pocket watches” make calls and surf the internet.
Sustainability
Wrangler strives to make products that last and have as little impact on the planet as possible. The brand believes that sturdy, durable denim can be reused and re-loved, allowing customers to make more conscious purchases. Wrangler aims to protect the land – the heart of everything the brand does – by reducing water and energy use in clothing production. The brand also commits to equality in the workplace and works only with partners who share the same values.
Under the sustainability platform We Care Wrangler, the brand has developed clear standards that guide the design of future collections. Wrangler focuses not only on what goes into the clothing but also on what is left out to conserve resources.
Preferred Materials
To meet the We Care Wrangler standard, at least 70% of the fabrics in a product must come from materials on the Preferred Materials list. These materials are selected based on verified environmental impact data.
Low Impact Fabric
This standard focuses on the fabric dyeing process. Wrangler works with denim manufacturers that have reduced their water usage by at least 90% compared to a previous baseline (2018–2019), contributing to significant water savings in the production chain.
Low Impact Finishing
In the finishing of garments, a tool is used to measure environmental impact regarding water, energy, chemicals, and labor conditions. Products that achieve a Low Impact score according to this method meet the standard.
Circular Pathways
There are two ways to meet this standard: either the main fabric consists of at least 95% of a single material, of which at least 20% is recycled, or the garment is part of a recognized reuse or upcycle program that promotes clothing reuse or recycling.
Through these initiatives, Wrangler aims to reduce its environmental impact, protect valuable resources, and contribute to a more responsible textile industry.
Curious about the brand Wrangler?
Discover the latest collection from Wrangler during PREVIEW MEN – 05.01.26 and PREVIEW WOMEN – 12.01.26
Click the button below to visit the brand page for more information, including contact details, lookbooks, and media.
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