Classic American jeans manufacturer Wrangler has become the first brand to adopt ‘Dry Indigo’; a new foam-dyeing process that eliminates 99% of the water typically used in dyeing its jeans.
In 2019, the brand will launch a full line of jeans dyed with the new technique to showcase the evolution of sustainable denim.
“Foam technology reduces water consumption and pollution further upstream, helping our fabric suppliers to dramatically minimize the impacts of making denim fabric blue,” said Wrangler president, Tom Waldron.
This evolved manufactured process is just one of the ways Wrangler is working to approach their broader goal to reduce water usage by five billion liters by 2020. The company has already recycled 3 billion liters of water over the past 10 years.
Considering, a single pair of jeans today takes more than 1,000 gallons to be produced, this innovation is another significant step forward.
Tejidos Royo, a Spanish fabric mill with a reputation for prioritizing environmental performance, is set to receive the new equipment this October, pioneering the foam-dye process. “Our Dry Indigo process nearly erases the environmental impact of denim dyeing and represents the next generation of denim production,” said its sales director, Jose Royo.
Sustainability is becoming ever more of a factor for consumer purchase decisions. In 2017, 33% of consumers are choosing to buy from brands they believe are doing social or environmental good, according to data from Accenture. The study also says that 21% of consumers would actively choose brands if they made their sustainability credentials more clear on packaging and in marketing – representing €966bn worth of untapped opportunity for brands.
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