Wrangler cuts 10-year water consumption by 3 billion liters

US-based casual apparel brand Wrangler Jeans has reached a milestone recently, achieving its goal of saving 3 billion liters of water during production, an endeavor the company started in 2007. The brand has also announced its target of 20 percent water-usage reduction in all facilities by 20 percent in 2020, saving an additional 2.5 billion liters. According to the company, the amount of water it saved is equivalent to the annual needs of more than 21,000 US households.

Denim manufacturing entails significant water consumption, with the finishing procedures requiring multiple washes. To reduce wastage, Wrangler invested in an advanced wastewater treatment system that combines the wash down process with water recycling. This system improves effluent water quality, and allows treated water to cycle back and be reused.

Among Wrangler's success stories is its Torreon factory in northern Mexico, which has achieved a 45 percent water-recycling rate through a combination of disc filtration and biological treatment processes. The brand intends to acquire additional technology to reach a goal of 75 percent recycling rate at the site by next year.

"Wrangler has always had a strong connection to the land, and a commitment to protecting our natural resources for future generations,” company president Tom Waldron said in a statement. "Now, we are expanding our water stewardship program goals to further help reduce our impact and conserve the water resources of the communities where we operate."

The company's first major water-conservation efforts started 10 years ago with its Water Miser program. Under the endeavor, detergent is applied strategically during finishing, decreasing water used in the company's water formulas by up to 28 percent. Wrangler shared the technique with other global brands and several companies, aiming to achieve sustainable denim production, followed suit.

"Our company has a responsibility to play a leading role in moving our industry toward sustainable practices,” said Roian Atwood, Wrangler's director of sustainability. "Reducing billions of liters of water usage represents one small part of our efforts to minimize our environmental impact. Our responsible chemistry strategy also safeguards water quality while our sustainable fiber program promotes responsible cotton growing practices concerning the use of water, pesticides and fertilizers."

Wrangler has launched recently a digital sustainability page that shares information on its key programs, including the abovementioned global water reduction goal. Complete details are available at Wrangler.com/sustainability.html.