The Infinited Blue collection includes signature pieces from Wrangler’s 70-plus year history – the men’s Western jacket (124MJ) and men’s Western jeans (11MWZ).

The sustainable denim is made of Infinna, a premium fibre with a similar feel to the soft-yet-durable cotton of traditional denim but is created from textile waste. Conventional cotton production is known for its extensive water and pesticide consumption, while Infinna can be produced with a fraction of the water using responsible chemistry, the two companies said in a joint media release.

Indigood Foam-Dye entirely replaces the traditional water vats and chemical baths of conventional indigo dyeing, while the e-flow technology uses nano bubbles to distribute chemical products more efficiently during the finishing process of the fabric, resulting in a lower environmental impact.

“Wrangler is committed to continually pushing the sustainability standards for denim,” said Dhruv Agarwal, senior director, innovation, sustainability, and product development, Kontoor Brands. “We believe our work with Infinited Fiber Company and the introduction of Infinna once again raises the bar in terms of environmental performance of our denim products without compromising the comfort and quality consumers expect from Wrangler. The introduction of Infinna is an additional fibre complement to cotton and an important step forward in the commercialisation and adoption of circularity in the apparel supply chain.”

“We are grateful to the Wrangler Innovation Team for their long-term support, for being one of the early adaptors of Infinna™ and for turning our innovation into a beautiful denim that will unlock a new level of circularity in the textile industry,” said Petri Alava, CEO and co-founder, Infinited Fiber Company.

The shared journey to a circular future for textiles began for Wrangler and Infinited Fiber Company in 2015, when the commercial viability of Infinited Fiber’s technology was first being evaluated and Wrangler began its pursuit of circularity. The Wrangler brand’s steadfast commitment to a more circular supply chain and Infinited Fiber’s superior process technology brought this truly unique denim fabric to life over six years, the release said.

Fibre2Fashion News Desk (KD)