Wrangler is one of those brands that people instantly recognize. It’s trusted, familiar, and strongly associated with rodeo, cowboys, and the western lifestyle. Whether you’re in the arena or just out and about, it’s a name that carries a sense of tradition and authenticity. I’ve always liked Wrangler but not only for their jeans, but also for the way they market themselves. Their branding has always felt true to the western world, and I’ve always admired how they represent that lifestyle. But for as long as I’ve known about Wrangler, I hadn’t really heard much about how they approach sustainability. So, I was really interested to dive deeper and see how a legacy brand like this is handling environmental responsibility while staying rooted in its identity.
Wrangler’s, We Care Wrangler initiative is their main sustainability campaign, and honestly, I found it pretty impressive. Denim production has a reputation for being hard on the environment—especially when it comes to water use and cotton sourcing. Wrangler has openly acknowledged that, and they’ve made some big commitments to change it over the years. They’ve set goals like switching to 100% sustainably grown cotton by 2025 and cutting water use in their denim finishing facilities by half. For a brand that’s so tied to tradition, I think it’s a pretty bold and necessary step forward.
What I like most is how they communicate all of this. Instead of making it feel like a corporate checklist or overall, something that they are forced to do. Wrangler leans into storytelling. They highlight real people—rodeo athletes, ranchers, and outdoor voices—who care about the land and live it every day. On platforms like Instagram, Facebook, and YouTube, they share behind-the-scenes content about sustainable practices and give updates on their progress. Their website even has a full We Care section that breaks down their goals and shares personal stories. It all feels very in line with their brand—not forced or overly polished, just honest.
So far, their approach seems to be connecting well with audiences who care about sustainability but also value the western tradition. They’re doing a good job of being transparent and showing that this isn’t just for show. I do think expanding onto TikTok could help them reach a younger crowd who’s into western fashion and conscious consumerism, but what they’re doing now is already strong.
It’s also clear that this sustainability push isn’t out of character for them. Wrangler has always been about hard work, resilience, and a connection to the land—so promoting environmental responsibility feels like a natural extension of that. Through campaigns like Born Ready, and partnerships with organizations like the Soil Health Institute to support regenerative farming, Wrangler is showing that it’s possible to honor your roots while still moving forward. To me, We Care Wrangler is a great example of how a legacy brand can adapt without losing what makes it special.
Bailey Heryford 
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