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Wrangler Partners With American Farmers, Launches the "Rooted Collection"



Grown, cut and sewn in the USA, the newest “Wrangler Rooted Collection” represents a triumph in sustainability

Wrangler has partnered with single-family farmers to produce five collections, with each line of jeans branded with a different state. Texas, Alabama, North Carolina, Georgia, and Tennessee. The Texas and Alabama jeans are available for purchase today, and jeans from Tennessee, North Carolina and Georgia will be available in late June.


Located in Greensboro, N.C., Wrangler first introduced its authentic western jeans to cowboys across America in 1947 and eventually became one of the United States’ most well-liked brands. 

Championing consumer experience, Wrangler recruited professional cowboys to test the clothing for durability, quality, and authenticity. By 1996, Wrangler had become the #1 market share leader in the U.S.; one out of four men in America were wearing Wrangler jeans.

Presently, every major-brand blue jean company manufactures primarily overseas, lending way to inexpensive labor and low overhead costs. In an interview with the Alliance for American Manufacturing, the brand gave insight into their Made-in-America agenda.

One of the original charters of the Rooted project was that the jeans had to be built 100 percent in America,” said Roian Atwood, Director of Sustainability at Wrangler. 

Embracing American farmers, the company returns its roots to the U.S. with the launch of these made-in-America denim jeans. Before this year’s launch of the Rooted Collection, Wrangler continued to manufacture two limited lines of American-made jeans. The rest of production went offshore. 

We know that more than 80 percent of the cotton that is in Wrangler North American products comes from U.S. growers which is significant. That is very high, said Atwood.

Wrangler operated in the U.S. from 1904 until 1994. Atwood referenced that 1994 was the year of NAFTA (North American Free Trade Agreement) and that was the final straw, it really changed the industry.

Suitably named, the “Wrangler Rooted Collection”, this line is grown, cut and sewn in the USA. Representing a triumph of sustainability, components of the American-grown cotton plan include: conservation, soil retention, land stewardship, sustainability and helping local farmers. 

What we were able to maintain is to make sure everything was made in the U.S. including the zippers, rivets and everything else”  said Atwood.

Buyer’s can have full-confidence that the items they purchase are made from scratch right here in the U.S.A. The Rooted Collection’s transparency was the goal Wrangler was seeking so that every American knows the details of its blue jean construction. 

The American Alliance for Manufacturing reports that the Texas and Alabama jeans have been so successful that Wrangler has set a target of 2025 to source all of its cotton from the United States. This also includes all cotton used globally to supply its factories around the world. 

Learn more about the foundation of sustainability the brand is building on America soil HERE.

Support local communities and American manufacturing by shopping the Wrangler Rooted collection online through the company website.

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