The denim industry is among the worst culprits for water usage. Wrangler wants to change that:
Author:Hilary George-ParkinPublish date:Jun 4, 2019Updated onJun 4, 2019Blue jeans are such a cultural icon in America that it seems almost taboo to admit the truth: Manufacturing them is generally pretty terrible for the environment.
Traditionally, denim's warp yarns are dipped in indigo-water vats multiple times to achieve the desired hue, and the water is treated continuously with chemicals to prevent oxidation. Foam-dyeing, however, uses a nitrogen hood to keep oxygen away from the indigo as it penetrates the yarn, decreasing the amount of chemicals needed by 90% and reducing energy and waste by 60% apiece.
While Wrangler will be the first brand to launch a collection using the process, it says it has no plans to be the last. "As different mills see the promise, see the power and potential of this technology, they too can procure it. We want them to procure it," says Roian Atwood, Kontoor's senior director of sustainable business.
Still, the same study made it clear that fashion has a long way to go toward cleaning up its act environmentally, and companies' efforts in areas like reducing carbon emissions and water use, developing sustainable materials and eliminating packaging waste aren't keeping up with the industry's growth.
The collection also avoids traditional finishing techniques like bleaching and stonewashing, which can be water-, chemical- and energy-intensive, instead opting to use technology like lasers, ozone and nanobubbles to create effects like fading and distressing.
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