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Wrangler joins sustainable cotton initiative

Wrangler plans to increase its supply of sustainable cotton in the US. The denim brand has joined Field to Market: The Alliance for Sustainable Agriculture as an associate member.

The initiative works to unite the agricultural supply chain in defining, measuring and advancing the sustainability of food, fiber and fuel production in the United States. By providing useful measurement tools and resources, Field to Market helps brands and growers track and promote continuous improvement at the field and landscape levels. Wrangler buys roughly 50 per cent of its cotton from US growers and would like for it to be produced as sustainably as possible.

As the first major apparel brand to join Field to Market, Wrangler is taking a leadership role in catalyzing continuous improvement in the sustainability of US cotton. It believes supply chain collaboration is essential to not only advancing environmental goals but also communicating farmers’ conservation efforts to consumers.

The brand will coordinate with Field to Market to focus on cotton-growing practices that reduce environmental impacts and improve profitability for growers.

Ultimately, Wrangler aims to work with Field to Market to expand upon this pilot to create a program that includes more of growers who are focused on continuous improvement for healthy soils.

 
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