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Earlier this month US-based clothing company Wrangler released the first clothing line produced using its new foam-dye process technology known as Indigood. The eco-friendly and sustainable dyeing technology practically eliminates the need for water and reduces energy usage by up to 60%. The Indigood process uses the foam created from a chemical-free soap agent to transfer the indigo dye onto yarns used to produce the clothing, and does away with the need for the water vats and chemical baths required by conventional indigo dyeing.

An iconic brand diverging from tradition in the name of sustainability. Here’s the bigger picture:

💡Re-sourced. Every year, fabric dyeing uses 5 trillion liters (1.3 trillion gallons) of water. That’s 2 million Olympic-sized swimming pools! So, yes banning plastic bags and straws is a great way to raise awareness, buyt solving our looming environmental crisis will require more fundamental changes. The good news? We’re seeing many organizations raise the bar when it comes to reducing their end-to-end environmental footprint. Stella McCartney and Google recently launched a data-driven sourcing platform; Bird is offsetting the wider carbon footprint of its electric scooters; now Wrangler is reinventing its dyeing process. Where are the eco-pain points in your supply chain? Can you apply technology to help eliminate them?

💡Luxury >> Mass. In 2016, Adidas began partnering with Parley for the Oceans to create 50 limited edition sneakers made of yarn recycled from ocean waste. To win a pair, people had to share a video on Instagram detailing their commitment to reducing single use plastics. The 50 limited edition pairs turned into one million pairs sold in 2017 and a pledge from Adidas in 2018 to only use recycled plastic in all its products by 2024. Sound familiar? Currently, Wrangler’s Indigood denim is only available in its premium line, ICONS, but consumers will inevitably expect all denim to be produced this way soon, because why wouldn’t you want jeans with a lower environmental footprint?! Perhaps your latest eco-innovation isn’t ready for mass scale yet. But don’t let today’s market realities hold you back. Limited edition eco-luxury will be mainstream tomorrow.

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