Wrangler alongwith one of Europe’s largest vintage retailers, Beyond Retro has unveiled a new collection ofupcycled denim garments. A part of the Wrangler Reborn initiative, the collection features reworked pieces including the Greensboro straight leg jean, reworked shorts, the iconic jacket, and a heritage shirt.

Crafted from discarded Wrangler denim sourced by Beyond Retro, garments in the collection highlight the durability and longevity of Wrangler's fabrics. Each of its pieces is unique, with distinctive denim panel variances and fading. The collection is priced between $90 and $180.

Launched in 2022, Wrangler Reborn offers a curated selection of vintage and preloved denim dating from the 1950s to the 2000s. The collection’s launch coincided with Wrangler's 75th anniversary, emphasising the brand's rich heritage.

Known for its collaborations with brands to utilise used textiles and deadstock, Beyond Retro has previously launched collections with Converse, YMC, Gina Tricot, and Stuart Trevor, Founder, All Saints. The retailer also owns its own label, Beyond Remade, which is entirely made from discarded garments.

This partnership with Beyond Retro is part of a series of sustainable projects by Wrangler, which is owned by Kontoor Brands. In April, Wrangler joined Accelerating Circularity, a Walmart Foundation-funded non-profit focused on commercial-scale textile-to-textile recycling systems, to develop a new 5-pocket jean from upcycled denim. Additionally, Wrangler upcycled denim scraps and cardboard tubing to create a shade structure for a Texas sandlot baseball team.

Such partnerships are a part of Wrangler's ongoing strategic effort to prevent denim waste from ending up in landfills through systemic circularity practices, states Vivian Rivetti, Vice President-Global Design. These projects reaffirm the company's commitment to durability and longevity, he adds