By  on June 14, 2019

For the OG’s of the denim industry, strategic evolution is the key to attracting and retaining a customer base. That’s why heritage brands such as Wrangler are at the forefront of developing new technologies that help move the industry forward, such as Indigood, a foam-dyeing technique that transfers dye onto yarn and eliminates 100 percent of water usage in the dyeing process, ultimately reducing energy use and waste by more than 60 percent of conventional denim dyeing procedures. Its announcement of the technology includes an accompanying line of light and dark wash jeans, shirts and jackets created as a result of this process, the company said.

Tom Waldron, vice president and global brand president at Wrangler, said that “We’re proud to have helped pioneer a technology that has the potential to revolutionize sustainability standards for denim. The introduction of Indigood foam-dyed denim represents our continued commitment to use our global scale to advance the denim industry, while maintaining the authenticity, quality and style that consumers expect from Wrangler.” Roian Atwood, director of sustainability at Wrangler, said that the brand is “continuously looking for opportunities to improve the sustainable impact of our products from field to seam and we are proud of what we’ve promised to achieve through Indigood.”

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