WRANGLER REBORN: A FRESH TAKE ON CLASSIC DENIM
By: Prachi Khatri
The current era of fashion is all about the three R’s: reduce, reuse and recycle. Of the 100 billion garments produced every year, 92 million tonnes end up in landfills. To put things into perspective, it means one truck full of rubbish clothes end up in landfill every second. It is a wake-up call for brands and the fashion industry to realize that we need to pursue “business as usual” and it is time to listen to the planet calling.
Longtime brand Wrangler known for its core values to reduce waste and sustainability has been around since 1947. Recognized for timeless denim and durable material, Wrangler has unveiled a recent upcycled denim line called ‘Wrangler Reborn’. In a bold step forward towards sustainability the brand has committed to transform pre-loved denim pieces and give it a twist of modernity. As the name gives it away, Wrangler Reborn’s mission is to give rebirth to old denim by upcycling, re-imagining and reconstructing to create something new.
Image Source: Wrangler website
“Diverting denim waste from landfills and repurposing it to create something truly unique. No new cotton grown. No new fabric dyed. We’re just putting great denim to good use, so it can serve you well for years to come” as quoted on the Wrangler Reborn website.
Originally launched in 2022 for limited time, Wrangler Reborn was a huge success and loved by customers all over the world. Wrangler reborn’s latest collection is all about upcycled denims that can stand the test of time and passed on years. From reworked shorts, iconic jackets and straight cut jeans, the Wrangler Reborn collection is crafted by keeping circularity and sustainability in mind. These classic pieces can be won for decades while also diverting textile waste from landfills.
Taking the upcycling game to new heights, Wrangler uses the advanced techniques to deconstruct old denim items giving them a twist of fresh, fashionable, contemporary look. Partnering with Europe’s largest vintage retainer Beyond Retro to source Wrangler denim, Wrangler reborn is bringing back life to archival styles from heritage shirts to Greensboro straight leg jeans.
Head to the brand’s website at https://www.wrangler.com/ to check out their collection available globally. This limited-edition line may seem a bit pricey at first compared to fast fashion but it’s the price you pay for a piece you can forever. Most pieces are mid ranged from $90-180 but the collection is so chic and trendy one couldn’t imagine it’s from a rubble denim.
Unlike those seasonal fast fashion that make appearance in our wardrobe for couple months and end up on our garbage bins end of the season, Wrangler reborn products can be worn for over and over as the brand claim. And if you do the math on cost per wear, you might be even saving money with that classic one-time purchase.
This fresh take on classic denim not only adds charms to Wrangler’s collection but also underscores the brand’s dedication to promoting circular fashion. Wrangler has proved fashion can be trendy and responsible. In the times when the world is seeking for solutions to environmental problems, Wrangler Reborn is a beacon of hope towards conscientious understanding of fashion that places equal, weight to environment concerns and style. With more companies emulating Wrangler, the future of fashion appears more optimistic, environmentally friendly and long-lasting.