Wrangler and Accelerating Circularity hope the denim initiative will demonstrate that mechanically recycled cotton that is derived from both consumer and industrial waste can be widely distributed.
Non-profit Accelerating Circularity is dedicated to advancing textile recycling and Wrangler partnered with the organisation in April 2024 to create a unique five-pocket jean crafted from regenerated denim and to bring it to market.
Go deeper with GlobalData
The partnership with Accelerating Circularity is said to underscore Wrangler’s commitment to fostering new circular supply chains and creating an infrastructure that redirects textile waste away from landfills towards the creation of new materials.
During Accelerating Circularity’s pilot programmes in the US, 23 tonnes of both consumer and industrial cotton waste were successfully recycled. The process involved key industry partners who transformed discarded textiles into fresh merchandise.
The newly released Wrangler x Accelerating Circularity jeans are composed of 26% recycled cotton — 50% derived from consumer waste and the remaining 50% from industrial remnants — combined with 73% new cotton and 1% elastane for added flexibility.
This composition represents an industry-leading standard for recycled content in commercially sold denim.
The endeavour was made possible through the concerted efforts of textile supply chain trial participants, including Bank & Vogue and Martex for material collection; Giotex & Estopas for mechanical recycling; Parkdale Mills for yarn spinning; and Cone Denim for fabric weaving.
Notable breakthroughs in this project include:
- Collaborative efforts leading to standardised yarn and fabric specifications, which satisfied minimum order requirements, confirming the commercial feasibility
- An unmatched proportion of mechanically recycled consumer cotton blended with industrial and virgin cotton in a mass-market denim product
- Verified resilience, with products meeting commercial performance standards comparable to those of leading brands.
Accelerating Circularity founder Karla Magruder said: “This launch is a proof point that circularity is not just a concept — it’s happening now. Through collaboration across the supply chain, we’ve shown that used textiles can become a viable feedstock for new products at scale.”
With this latest product release, Wrangler joins an expanding roster of brands introducing circular products as part of Accelerating Circularity’s trial runs.
Looking ahead, the initiative is set on amplifying its impact with an ambitious target to recycle 325 tonnes of textile waste under its Clinton Global Initiative Commitment to Action.
In its fiscal 2024 financial year results released last month, Kontoor Brands said its Wrangler brand witnessed a global revenue decline of 3% to $1.81bn in FY24.
