By 2025 Wrangler hopes to source all cotton in its garments entirely from sustainable production fields. With this end in view the jeans brand launched a program to manufacture garments with sustainable cotton. The program consists of manufacturing products with the collaboration of European farmers, who promote the production of sustainable agriculture and practice land administration. The objective of this initiative, birthed in 2017, is to establish a stronger regenerative and cotton distribution chain that increases production performance while reducing water consumption and energy.

Wrangler hopes to help drive the entire industry toward more sustainable production. In 2019, the Wrangler Science and Conservation Program partnered with Basf, a company that through science and technology works to foster a more sustainable future. With this association Wrangler launched the first collection of jeans and sustainable cotton shirts, The Wrangler Rooted Collection.

The denim brand has become a steward for sustainable in the denim industry. In addition to recent investments in indigo foam dyeing technology, Wrangler launched a soil health program in 2017 to help increase the supply of sustainable cotton and encourage wider adoption of responsible farming practices. For Wrangler, sustainable farming is helping drive a more sustainable supply chain for its denim.