US-based jeans brand Wrangler is making a major move to tackle sustainability with a new Made-in-USA denim collection that supports five US cotton-growing states – and takes the brand towards 100% sustainable cotton adoption by 2025.

Set to launch next week in conjunction with Earth Day, the Wrangler Rooted Collection raises the bar on defining sustainability, with all of the cotton traceable to one of five US family farms using best practices for soil health.

The collection also features distinctive designs for each of the five different states of origin – Alabama, Georgia, North Carolina, Tennessee and Texas – including a unique wash, as well as trim and patch details featuring the state’s silhouette and other embellishments. The collection will also include two T-shirt designs for each state, as well as three national designs.

Wrangler also is announcing a goal to source 100% of its cotton from farmers using these practices by 2025. 

While the VF Corp-owned company is not the first denim brand to launch a sustainable denim collection, its “unique” approach has seen it work closely with local farmers to ensure the range “honours land stewardship and champions state pride.” And the fact each piece was grown, milled, cut and sewn in the United States is “helping to ensure America’s denim heritage for future generations,” the company says.

“The Wrangler Rooted Collection reflects our commitment to strengthening local communities and supporting US farmers,” explains Tom Waldron, global brand president of Wrangler. “Equally important, the introduction of this collection aligns with our goal to continually improve the environmental performance and traceability of our products.”

The family farms supplying cotton to the Rooted Collection are the first growers in the Wrangler Science and Conservation programme, which advocates for land stewardship and soil health best practices. These science-backed methods build crop resilience to weather disruptions while improving yield, reducing water and energy inputs, fighting erosion, and reducing greenhouse gas emissions. Wrangler aims to source 100% of its cotton from farms using land stewardship practices by 2025.

Mount Vernon Mills in Trion, Georgia, makes the denim fabric and the jeans are cut and sewn by Excel Manufacturing in El Paso, Texas.

Meanwhile, the Rooted Collection T-shirts are made exclusively with sustainable cotton grown by Vance and Mandie Smith and were manufactured throughout the Carolinas, with spinning at Patrick Yarns in Kings Mountain; knitting by Contempora Fabrics in Lumberton; dyeing by Carolina Cotton Works in Gaffney; cutting and sewing by Palmetto Apparel Service in Andrews; and printing by TS Designs in Burlington.

The Wrangler Rooted Collection initially will be available through and participating retailers. Jeans will retail for about US$100, with T-shirts priced from $30.