American denim brand Wrangler will release a line of denim made using a new eco-friendly foam-dyeing process in 2019. The technique, developed at Texas Tech University, eliminates 99 percent of the water typically used in indigo-dyeing. Wrangler, along with the Walmart Foundation and fellow denim brand Lee, invested in the development of the new dyeing process at Texas Tech in 2017. With the new technique, raw denim is dyed with foam instead of water. The brand has been able to reduce water use in product finishing during the past 10 years.

Spanish fabric mill Tejidos Royo will be the first to apply the foam-dye process, which it calls Dry Indigo. The mill is set to receive the dyeing equipment in October and begin supplying Wrangler with finished denim before the end of the year. Wrangler has previously reinforced its image as an environmentally-conscious brand by funding ongoing work in US sustainable cotton, and publicly committing to reducing water usage in its denim production by five billion liters by 2020.