Global retailer, Wrangler, has announced plans to cut its water usage in half by 2030.This goal targets the fabric construction, fibre production and product finishing phases of the denim supply chain, which make up more than 95 percent of the water used throughout the production process, according to Wrangler.

The US brand is collaborating with Transformers Foundation to make a water balance study which will analyze the company’s water consumption across its global denim supply chain. The company will use new technologies and practices to make progress and advance the industry forward in water conservation measures.

Wrangler became the first brand to offer denim dyed with foam in 2019, a process which uses 100 percent less water than conventionally-dyed denim. In 2017, the retailer also launched the ‘Wrangler Science and Conservation Program’ to help build a more durable cotton supply.