Combined with innovations including Indigood, foam-dye technology that is said to lower wastewater by over 99%, and an e-flow finishing process, the sustainable denim collection represents Wrangler’s next steps in circularity, water reduction and reduced environmental impact.

Circular fashion and textile technology group Infinited Fiber Company’s Infinna is a premium fibre with a similar feel to the soft-yet-durable cotton of traditional denim, but it is created from textile waste. This means clothing and textiles that already exist can be recycled repeatedly, saving them from landfill, and decreasing the reliance on “virgin” fibre.

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 say.

Building on Wrangler’s commitment to circularity, water savings and reduced environmental impact of its apparel, the Infinited Blue FW21 collection is created from fabric made from Infinna fibres and features Wrangler’s Indigood and e-flow innovations designed to significantly reduce water, energy and chemical use.

Foam-Dye entirely replaces the traditional water vats and chemical baths of conventional indigo dyeing, reducing wastewater by over 99%, according to Wrangler. In addition, the brand has adopted an e-flow technology that 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,” says Dhruv Agarwal, senior director, innovation, sustainability, and product development, at 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.”

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData

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. As Infinited Fiber built its technology and company, Wrangler’s innovation team was among the first to see the innovation’s potential, helping Infinited Fiber understand the industry’s technical requirements for the fibre and completing preliminary tests and trials on fabrics made with Infinna.

“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,” says Petri Alava, CEO and co-founder, Infinited Fiber Company.

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 Infinited Blue FW21 ICONS jeans and jacket are available online.

Earlier this summer, Infinited Fiber Company secured investments worth EUR30m (US$36m) in its latest financing round from investors including Adidas and Bestseller.