#Recycling / Circular Economy

2024-07-25

Denim icon Wrangler® announces a second installment of Wrangler Reborn™ to bring discarded denim back into action

Wrangler teams up with Beyond Retro for the first time to develop innovative and more circular ways of creating products – giving denim waste a second life.

After a successful initial launch in 2022, global denim icon Wrangler® today announced the launch of the second installment of Wrangler Reborn™ – the latest collection to celebrate the upcycling of denim. The newest Wrangler Reborn™ sees the brand collaborate with BVH Services’ brand Beyond Retro, for the first time. BVH are one of the largest vintage retailers across Europe with a reputation for producing on-trend fashion without a hefty carbon footprint making them the perfect partner to give the collection a new dimension and even greater scale globally.

Purposefully crafted with circularity and sustainability in mind, the latest Wrangler Reborn™ Collection features a sustainable twist on some of its classic styles, including the Greensboro Straight Leg Jean, Reworked Short, Icon Jacket and Heritage Shirt that provide consumers with wardrobe staples they can wear for years to come while simultaneously diverting textile waste from landfills. To create the collection, Wrangler revived discarded denim and transformed it into apparel tough enough to stand the test of time that can be repurposed and re-loved, providing consumers the opportunity to buy better.

To create the collection, Wrangler revived discarded denim and transformed it into apparel tough enough to stand the test of time that can be repurposed and re-loved, providing consumers the opportunity to buy better. Wrangler’s commitment to durability and long-lasting quality products has helped to keep waste out of landfills since 1947. Wrangler Reborn™ enhances that commitment and is an additional step towards the brand’s WeCare Wrangler™ goals, crafted to create a better future through its commitment to sustainability. (Photo: Business Wire)

“At Wrangler we pride ourselves on products that last and, with a pioneering spirit, we have helped define style and lifestyle trends for more than a century. The Wrangler Reborn™ Collection spotlights the resilience of high-quality denim and Wrangler’s commitment to crafting quality pieces that can be passed down from generation to generation. We are very excited to be launching this new collection of Reborn with BVH Services’ brand Beyond Retro, one of Europe’s largest vintage retailers who will bring new life to this sustainability initiative,” Said Vivian Rivetti, Wrangler’s Head of Global Design.

Wrangler’s commitment to durability and long-lasting quality products has helped to keep waste out of landfills since 1947. Wrangler Reborn™ enhances that commitment and is an additional step towards the brand’s WeCare Wrangler™ goals, crafted to create a better future through its commitment to sustainability.

The limited-edition Wrangler Reborn™ Collection is available for purchase online at Wrangler.com, as well as in selected stores globally. Prices range from $90-180.

To learn more about Wrangler’s sustainability initiatives, visit wrangler.com/we-care.html. Follow @wrangler to stay up to date on Wrangler Reborn™ and other sustainability goals, including the Accelerating Circularity, a non-profit focused on textile-to-textile recycling systems.

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Asia's fashion extravaganza CENTRESTAGE returns in September

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SAITEX reports efficiency gains and greater transparency in 2025 Impact Report

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Aid by Trade Foundation presents annual report for 2025: Market position and impact of sustainably verified natural fibres strengthened

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Barmag presents metering pump solutions at ASE China

From September 15 to 17, 2026, Barmag’s Pumps Division will present its solutions for the precise delivery and metering of adhesives, sealants, and other high-viscosity media at ASE China at the Shanghai New International Expo Centre. The focus of the exhibition will be on high-precision gear metering pumps that help plant managers sustainably optimize material usage, process stability, and product quality. (Booth E4235).