A Study On Sustainable Fashion WRANGLER

GRADUATION RESEARCH
PROJECT
COMPETITION MAPPING
& SUSTAINABLE
STRATEGIES FOR
"WRANGLER".
Presented by:
Ashish Singh
MFM/19/730
2019-2021
Wrangler at a Glance
Wrangler is the American everyday
performance fashion brand founded by
Charlie C. Hudson.
Headquarter is in Greensboro, North

Carolina, in the United States.
In 1919, Charlie C. Hudson builds its first

factory by the name Blue Bell.
In 1947, Blue Bell introduces the

Wrangler.
At present, Wrangler is part of Kontoor.
Ace turtle has bought the licensee of

Wrangler for 10 years in India.
A Study on Sustainable
Fashion for Wrangler.
Project Introduction
Project Title: Competition mapping & sustainable
strategies for "Wrangler".
Objectives:
1. To Compare brands on sustainable product offering & their

branding.
2. To suggest strategy to Wrangler for sustainable fashion.

Need for sustainability (1/2)
NOT JUST WRANGLER, BUT WREVOLUTION
Our planet has a waste and overconsumption problem, wreaking havoc on our
environment. Single-use and disposable items, particularly from plastic, are ending
up in landfills, with over 300 million tons of plastic produced every year. It is vital
that we act now.
Need for sustainability (2/2)
MATERIALS FORECAST A/W 22/23:
Investments in sustainability and innovation will see a shift towards regenerative materials for A/W 22/23, as
well as designs that are reassuring, interactive, practical and joyful.
CIRCULAR DESIGN:
This is the ultimate end goal for the denim industry, with brand, manufacturer and mill leaders moving away
from the ‘take, make and dispose’ extractive industrial model into a closed-loop system.
Brands should upskill design teams on circular design thinking. One recent example is Tommy Hilfiger, which
recently launched the Make it Possible project based on circular, inclusive design. To date, over 80% of the
design team have been trained up in this design model.
Research Approach
1. Diagnostic Research Design: Interviews, &
Questionnaire.
2. Exploratory Research: Observation at physical

Stores and online websites of the brands.
3. Descriptive Research Design: For Suggestions.
COMPETITION
MAPPING
100% LESS WATER IN 100% ECO-TECH 28% RECYCLED
DYEING FINISHING COTTON
Indigood™ Foam-dyeing
Recycling materials,
A new innovative foam-dyeing Sustainable and cutting- reducing impact
process that uses 100% less edge technologies are Fabric is made using at
least 28% recycled
water and wastewater is used including the use of
cotton.
virtually eliminated. lasers, ozone and
Labels are made from
Energy used and waste are nanobubbles which reduce
recycled plastics.
reduced by more than 60% the use of resources.
Rivets and metal
when compared to
hardware are created
conventional denim dyeing.
using safe chemistry.
Tags use 100% recycled
Fashion for Wrangler. paper.
Sustainable polo shirts for men, women, and kids.
Denim made from recycled water bottles
Recycled packaging for products
High-quality recycled yarns.
Source: https://www.fibre2fashion.com/news/apparel-news/us-polo-assn-to-launch-uspa-life-sustainability-initiative-272222-newsdetails.htm
DENIM WASHED
RESPONSIBLY GREEN WITH RECYCLED RECYCLED PET
SOURCED COTTON CHEMISTRY WATER BOTTLES
Denim is being Recycled water is Recycled pet bottles
Work closely with
treated with used while washing are used to create
Better Cotton Initiative,
eco-friendly our denims. fabric.
the largest cotton
methods like e- Give a new life to non-
sustainability
flow, ozone & degradable material.
programme in the world.
Lazer. Reduce its chance of
being dumped in ocean
or landfill.
LEATHER & BOTTLE LEAD, NICKEL & CADMIUM
CORK BADGES FREE BUTTONS ECO-FRIENDLY TAGS
Badge made of finest They use Lead, Nickel, and Tags are created with
vegetable tanned leather Cadmium free buttons that are not responsibly sourced paper
and used bottles corks that hazardous to the environment. and are FSC (Forest
are naturals and Stewardship Council)
biodegradable. certified.
Saved 3.5 billion litres of water and recycled over 5 billion more.
WATER<LESS® By 2021, 80% of Levi's jeans will be finished with water<Less
INNOVATIONS techniques.
Sustainable Cotton Teaches farmers a smarter farming practice such as how to grow
more cotton while using less water and less harmful chemicals.
Farming
Repairing, Designed durable clothes built to withstand daily wear.

Reimagining, Recycle Carbon footprint reduction by 30%.
ZERO DISCHARGE OF
30% "JOIN LIFE"
HAZARDOUS CHEMICALS
COLLECTION
(ZDHC)
Garments produced using processes and raw
materials that help to reduce the impact on the Conduct evaluations and audits on manufacturing units to
environment, such as organic cotton, Tencel™ or ensure zero waste of chemical products that are hazardous
recycled polyester. to the environment.
DEVELOPMENT OF A
100% TRAINING IN CIRCULAR DESIGN,
CIRCULAR ECONOMY
GLOBAL FASHION AGENDA
Use of recycled raw materials decreases the production of
Design teams have undergone specific training
virgin raw materials. This process reduces the consumption
programmes that help to promote textile recycling.
of water, energy and natural resources.
GFA is a non-profit organization that aims to guide
Zara collaborated with MIT to work on a project that aims
the fashion industry toward more sustainable
to ensure that in the future, used garments that can not to
development.
reused, can be transformed into new garments.
Source: https://www.zara.com/in/en/z-commitment-mkt1390.html?v1=1243180
In 2023
100% MORE SUSTAINABLE

100% ZERO WASTE
CELLULOSE FIBRES
All fibres produced from wood will be All waste generated in the central
manufactured with strict environmental offices, logistics centres and stores will
standards, supporting the market initiative to be reused or recycled by 2023.
promote responsible viscose and modal
production.
100% FREE OF SINGLE-USE

PLASTICS FOR CUSTOMERS 100% GREEN TO PACK
Redesigning packaging & labelling systems Green to pack project, aims to redesign all their
to ensure that by 2023 no customer is not packaging to make it more sustainable by
offered any single-use plastics. reducing the number of raw materials used and
consolidating the materials to facilitate reuse and
recycling.
In 2025
100% MORE SUSTAINABLE 100% MORE SUSTAINABLE

COTTON LINEN
Cotton will have a more sustainable origin: Linen will have a more sustainable
Better cotton from BCI, organic cotton origin: ecologically grown linen,
from the organic cotton accelerator (OCA) European linen or recycled linen.
or recycled cotton.
80% CONSUMPTION OF
100% RECYCLED POLYESTER RENEWABLE ENERGY
All polyester will be of recycled Working to ensure that the energy
origin. consumed in all their facilities (central
offices, logistics centres and stores)
comes from renewable sources.
Let's clean up Let's innovate
Let's be conscious
with organizations such as WWF, Several Innovations has been
Under Conscious concept, all they are trying to set a new included in the collection such as
the product are made at least standard in the fashion industry by vegan grape-leather Vegea™, the
50% sustainably sourced cutting out unnecessary washes silk-like Orange Fiber made out of
materials – like organic cotton during dyeing, minimizing the use citrus peels and Agraloop™
and recycled polyester of water by suppliers and staff, BioFibre™, a natural fibre made
encouraging farmers to use fewer from food-crop waste.
chemicals.
From ocean plastic to
Let's be fair kidswear Let's take care
Supplier working with H&M PET bottles are recycled into An online hub is created where
must sign a non-negotiable polyester fibers and blended one can learn everything about
"Sustainability Commitment" with organic and recycled taking care of garments from
that is a set of standards cotton to bring a comfy how to hem a pair of jeans and
regarding fair wages, good collection of kids' hoodies and get rid of stubborn stains, to how
working conditions, animal joggers. to take care of shirts and
welfare and much more. Saves energy and CO2 brighten up whites in a natural
Dedicated sustainability staff emissions to make recycled way.
in makes regular visits and polyester from existing PET
Make the fashion last as long as
audits in production offices. bottles, rather than sourcing
they were designed to.
A Study on Sustainable more raw materials.
INFERENCES
Total Respondents: 132
50
Pan India 40
45
Responses
30
Responses were Collected

20
from Entire India for exposure
but Maximum Responses are
from Bengaluru due to the 10
location of surveyor.
0
ew uru
ur hi
Ka n
Ja ha r
sh ga
ra r
Ba si
di y
Fr h
uw e
Ke i
Sh la
Ro a
Ti ak
a
at
ar pu
Va pu
pu
on
an ill
G anc
tn
ad
o
r
na
ra
l
ga
n
ht
de
ga
ah
Ch re
Pa
n
ed
Vi ru
al
ill
w
ng
ya
b
G
ja
Be
m
N
80 77
Gender of
Respondents 60
55
Target customers are Men resulting to

maximum number of respondents for the 40
Survey.
20
0
Female Male
46-55
36-45 3%
5.3%
Age of
Respondents
Though India is the country with
maximum population of the 26-35
youngsters hence respondents are 28%
maximum from this age group.
18-25
62.1%
Maybe
6.1%
Customer awareness
No
12.1%
regarding the term

"Sustainable
Fashion"
Gladly, 81.8% of People are aware of the term, which
makes this research relevant for Wrangler as later or
sooner customers may tend to question.
Yes
81.8%
125
Customers'
106
100 96
understanding of 75
"Sustainable 50
clothing" 25
Maximum respondents infer Recycled fabrics
and Reduction in chemical used as the meaning 0
of Sustainable Clothing while a very few relate it
ed
n
to the Hippie Fashion.
ic
ce
in
io
us
br
st
sh
ti
ac
fa
la
s
fa
al
pr
ng
ed
e
ic
pi
r
lo
em
cl
bo
ip
cy
&
ch
H
la
Re
le
ir
in
ab
Fa
n
ur
io
D
ct
du
Re
Fashion for Wrangler. *Multiple Choice question
Respondents
concerned about
Sustainability
96.2% of respondents are concerned if the brands
they are using, are following sustainable Practices in
any way.
This research & results of the study will bridge the gap
96.2%
for Wrangler in this area.
Wrangler
6.1%
Preferred Brands Pepe Jeans

7.3%
for "Sustainable Flying Machine

6.5%
Levis
Shopping" 35.1%
UCB
Almost 35% Respondents relate the
8%
sustainability to the Levis, followed by Jack and
Jones while respondents do not belive in
Wrangler much as the percentage is
comparatively low to other brands.
Wrangler needs to alter the customer's

US Polo
preference by suitable measures. 15.6%
Jack & Jones

21.4%
80% 77%
Respondents
willing to pay 60%
extra for
Sustainable 40%
Fashion
Almost three fourths of Respondents are 23%
willing to compromise on Price for the cause 20%
of Sustainability, giving Wrangler a positive
confidence to grow in this direction.
0%
Yes No
About even for both
22%
Respondent's
consideration Don’t know
2.3%
More product-specific
while buying
47.7%
sustainable
clothing More brand-specific
28%
Respondents Prefer Products more over branding hence Wrangler may launch sustainable Product lines and may
diversify.
Environmental friendly concept
0.4%
Key Best manufacturing practice

31%
Organic fabric
35.1%
considerable
factors for
sustainable
shopping Recycled Composition
33.2%
Respondents weighs using of Organic fabric, Recycled Composition and best manufacturing Practices on almost
equal scale giving a vast options to brand for taking an initiative.
Respondent
preference while
shopping for
Sustainable
clothes
Respondents rank Production Strategy on the top of all other factors while style being second preference followed by
Price being third important Factor.
Brand of Sustainable product is ranked fourth and quality rightly being last as sustainable clothing itself assures the
quality and longevity.
Respondents
aware of Yes
39.1%
"Indigood"
Sadly, Only 39% of respondents are aware of
Indigood line of Wrangler.
No
60.9%
SUGGESTIONS
Recycled
Recycled polyester requires far fewer resources than that of new fibers and
generates fewer CO2 emissions.
Polyester There are 2 ways to recycle polyester: For mechanical recycling, plastic is
melted to make new yarn. This process can only be done a few times before
Often called rPet
the fiber loses its quality. Chemical recycling involves breaking down the
plastic molecules and reforming them into yarn. This process maintains the
quality of the original fiber and allows the material to be recycled infinitely, but it
is more expensive.
Recycled
Wrangler may switch current nylon to ECONYL® regenerated nylon.
ECONYL® takes recycled materials to a whole exciting new level by turning
Nylon waste into resources. To make ECONYL®, waste such as industrial plastic,
waste fabric and fishing nets from oceans is recycled and regenerated into a
new nylon yarn that is exactly the same quality as virgin nylon.
100% FREE OF SINGLE-
USE PLASTICS FOR
CUSTOMERS
Wrangler may redesign packaging &
labelling systems to ensure that no
customer is not offered any single-use
plastics.
Care for Water
The processes for dyeing and washing garments

consume a large quantity of water. By operating
with closed circuits, wrangler can reuse water.
It will help them reduce water consumption

during these processes.
Collaborations
with suppliers
and
international
institutions
To make wrangler product more
sustainable, wrangler should work with
suppliers to integrate the HIGG index
standards.
Sustainable
Development Goals
Developed by the Sustainable Apparel
Coalition
Wrangler may collaborate with such
International and standardised partners to
measure the impact of sustainability.
It is described as “a suite of tools” that

enables the measure and score of a company
or product’s “sustainability performance” at
“every stage in their sustainability journey,”
aiming to provide a “holistic overview” that
“empowers businesses to make meaningful
improvements that protect the well-being of
factory workers, local communities, and the
environment”
Fur-Free-Fur
Wrangler may Include faux fur in designs and offer a Fur-
Free-Fur product that is such a good alternative to real
fur. Wrangler may proving that no animal needs to be
harmed for fashion and that is an important message for
everyone. Wrangler may even have a ‘Fur-Free-Fur’ label
on the outside of the garment just in case there is any
doubt.
Design Re-Solution
As part of social and environmental commitment, Wrangler may help to extend the useful life of the garments by
developing a used clothes collection programme.
Wrangler may recover the garments from the customers that are no longer in use to give them a second life by
Upcycling if need be and support the non-profit organizations.
Mushroom Matters
The concept: Harness the power of mycelium for
biodegradable products.
Start-up company "Bolt Threads" specializes in developing

next-generation fibres, a leather alternative formed using
the underground mycelium structure of mushrooms.
Now, adidas, Lululemon, Kering and Stella McCartney want

to invest in the ongoing development and production in
exchange for access to the material.
Action Point: Wrangler may similarly be benefitted in the future

by getting First mover advantage and strong marketing due to
such collaborations. These brands are pioneer in the
sustainable marketing today because of Pro active measures in
this direction.
Fungi: Biodegradable
Design
How to implement: Wrangler may use fungi's
antibacterial, fire-resistant, heat-isolating and water-
resistant qualities for biodegradable design.
Regenerative circularity
Wrangler may aspire for regenerative cotton farms to partner up for a upcoming jean, furthering
commitment to 100% sustainable cotton by 2025.
Eco- virtuous leather
While the natural origin of leather has low
environmental impact, tanning can be
harmful to both workers and the
environment.
Chrome-free aldehyde tanning and
vegetable tanning are more eco.
Without proper management, deforestation
from animal grazing has a negative impact.
Food industry byproducts, such as fish skin
and vegan fruit bio-waste, offer eco
alternatives.
Global Recycled
Standard
Wrangler may collaborate with international
organization like "Global Recycled Standard"
that verifies the amount of recycled parts or
ingredients in a given product, providing a track-
and-trace certification system to back up
claims.
Positioning Wrangler as Wrevolution in
Sustainability
1. Create own shade of sustainability 2. Certifications are paramount
Develop a color that resembles the recycling As sustainability labels become increasingly
processes that wrangler implements in it's identifiable to conscious consumers, work towards
product, while optimizing waste materials. Make achieving valid certifications for ethical practices,
this a key part of its narrative and communicate it supporting agriculture or biodegradable packaging
through marketing. initiatives.
3. Work in partnership 4. Cut down on packaging waste

Show its commitment to the climate crisis with With further global planned lockdowns, consumers
efforts wrangler applies to its workplace. Seek are tied to online shopping, resulting in a build-up of
support and work in conjunction with another cardboard boxes and filling. With this in mind,
certified body that can help them implement reconsider how Wrangler is wrapping its products
sustainable strategies into their business and ways It can cut down on the waste, or
structure. encourage recycling from the user’s end.
Learnings at Workplace
WORK FLOW
TYPES OF FABRIC USED IN KNITWEAR CAYEGORY
1. SINGLE JERSEY: 100% COTTON 2. PIQUE: POLO’S
3. YEARN DIED FABRICS
4. MELANGES 5. INDIGO
PRINT TECHNIQUES USED IN KNITWEAR CAYEGORY
1. DISCHARGE PRINT 2. PIGMENT PRINT 3. HIGH DENSITY PRINT
4. GEL PRINT 5. NON-PVC PRINT 6. PUFF PRINT
7. FLOCK PRINT 8. ALL OVER PRINT

NECK PATTERNS
1. ROUND NECK 2. V- NECK
3. POLO 4. HENLEY
Conclusion
Wrangler is carving out a competitive advantage and helping other apparel makers improves industry
practices.
Only approx 39% of respondents are aware about Indigood sustainable line, contributing to low revenue to
the company for the noble initiatives and environment friendly steps.
Some of the immediate solutions like Plastic free packaging, biodegradable trims comes with almost no cost
to the company and may be implemented very soon. Wrangler’s commitment to sustainability will guide the
brand’s business and innovation strategy.
Last but not the Least, Wrangler must continually challenge itself to redefine how they operate, so that they
can help create a brighter future for planet and the industry.”
THANK YOU

A Study On Sustainable Fashion WRANGLER

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

A Study On Sustainable Fashion WRANGLER

Uploaded by

Copyright:

Available Formats

GRADUATION RESEARCH

Headquarter is in Greensboro, North

In 1919, Charlie C. Hudson builds its first

In 1947, Blue Bell introduces the

At present, Wrangler is part of Kontoor.

Ace turtle has bought the licensee of

1. To Compare brands on sustainable product offering & their

2. To suggest strategy to Wrangler for sustainable fashion.

that we act now.

2. Exploratory Research: Observation at physical

3. Descriptive Research Design: For Suggestions.

Denim made from recycled water bottles

Recycled packaging for products

High-quality recycled yarns.

Repairing, Designed durable clothes built to withstand daily wear.

100% MORE SUSTAINABLE

100% FREE OF SINGLE-USE

100% MORE SUSTAINABLE 100% MORE SUSTAINABLE

encouraging farmers to use fewer from food-crop waste.

Responses were Collected

Target customers are Men resulting to

regarding the term

Preferred Brands Pepe Jeans

for "Sustainable Flying Machine

Wrangler needs to alter the customer's

Jack & Jones

Key Best manufacturing practice

ECONYL® takes recycled materials to a whole exciting new level by turning

The processes for dyeing and washing garments

It will help them reduce water consumption

It is described as “a suite of tools” that

Start-up company "Bolt Threads" specializes in developing

Now, adidas, Lululemon, Kering and Stella McCartney want

Action Point: Wrangler may similarly be benefitted in the future

environmental impact, tanning can be

harmful to both workers and the

Chrome-free aldehyde tanning and

vegetable tanning are more eco.

Without proper management, deforestation

from animal grazing has a negative impact.

Food industry byproducts, such as fish skin

and vegan fruit bio-waste, offer eco

organization like "Global Recycled Standard"

that verifies the amount of recycled parts or

ingredients in a given product, providing a track-

and-trace certification system to back up

3. Work in partnership 4. Cut down on packaging waste

1. SINGLE JERSEY: 100% COTTON 2. PIQUE: POLO’S

3. YEARN DIED FABRICS

1. DISCHARGE PRINT 2. PIGMENT PRINT 3. HIGH DENSITY PRINT

4. GEL PRINT 5. NON-PVC PRINT 6. PUFF PRINT

7. FLOCK PRINT 8. ALL OVER PRINT

1. ROUND NECK 2. V- NECK

You might also like