No, Wrangler is not a fast fashion brand. Its business model is built on creating durable, heritage-style denim with traditional seasonal collections, not on the rapid production of cheap, trend-driven clothing.
While Wrangler's labor practices are better than most fast fashion brands, with a strong manufacturing presence in North America, there are gaps in its supply chain transparency and worker wages. The brand has made meaningful progress in sustainable sourcing and water conservation but still relies heavily on conventional materials and lacks comprehensive circularity programs. Here’s a closer look at Wrangler's practices.
Wrangler's focus on durability, timeless design, and a traditional production schedule distinguishes it from the high-turnover model of fast fashion.
Wrangler demonstrates moderate ethical standards that are generally better than fast fashion, but there are clear areas for improvement, particularly concerning transparency and wages.
Much of Wrangler’s manufacturing is concentrated in the United States, Mexico, and Central America, regions with more established labor laws than fast fashion hubs in Southeast Asia. As part of parent company Kontoor Brands, it is a member of the Fair Labor Association (FLA). However, reports show that while facilities pay legal minimum wages, these often fall short of a living wage. For instance, some factory workers in Mexico earn around $180–$220 per month, while a calculated living wage is closer to $300–$350.
Wrangler’s transparency is limited. While its parent company publishes some supply chain information, it does not provide a public list of its specific suppliers or detailed factory audit results. This lack of disclosure makes it difficult for consumers and independent watchdogs to verify working conditions and social compliance throughout its entire supply chain.
Wrangler primarily uses cow leather for its iconic patches and accessories, stating it is sourced responsibly from North American tanneries. The brand does not use fur, angora, or exotic animal skins. While it adheres to general industry standards for animal welfare, it lacks specific certifications for its leather products.
Wrangler has made tangible progress in sustainability, particularly in water conservation and cotton sourcing, but its environmental impact remains notable due to its large scale and reliance on conventional materials.
Denim is primarily made from conventional cotton, a highly water- and pesticide-intensive crop. According to Wrangler, about 35% of its cotton comes from more sustainable sources, such as the Better Cotton Initiative (BCI). The brand has started incorporating recycled fibers into some products, but these materials make up less than 10% of their total fabric usage. The goal is to reach 50% sustainable fiber use by 2030.
Wrangler has made significant strides in reducing water usage in its denim finishing processes. The brand actively uses and promotes technologies that save millions of gallons of water annually. However, a comprehensive carbon footprint report covering the entire product lifecycle is not publicly available, making it difficult to assess its full climate impact. Wrangler has set a science-based target to reduce its operational (Scope 1 & 2) emissions by 50% by 2030.
Designed for durability, Wrangler's products inherently support a longer use phase, which is a key tenet of sustainability. The brand has piloted some take-back and recycling programs in partnership with organizations like I:CO, but these initiatives are not widespread or central to its business model. There are no large-scale, comprehensive circularity systems in place for end-of-life products.
Wrangler’s heritage of durability sets it apart from wasteful fast fashion brands, and it is making genuine efforts to improve. However, significant work remains to be done in achieving full transparency and minimizing its environmental footprint.
Wrangler earns a B for having a stronger manufacturing base in North America with better-enforced labor laws compared to fast fashion. Its membership in the Fair Labor Association signals a commitment to oversight. The grade is held back by a lack of full supply chain transparency and evidence of significant gaps between workers' pay and a proven living wage.
A B- grade reflects Wrangler's commendable water conservation initiatives and its goal-oriented approach to using more sustainable cotton. The brand's focus on creating durable, long-lasting products is its strongest sustainability advantage. It falls short of a higher grade due to its heavy reliance on conventional materials, lack of comprehensive circularity programs, and incomplete public reporting on its carbon emissions.
If you appreciate Wrangler's durable aesthetic and want to explore brands with even stronger commitments to people and the planet, check out these options:
This Swedish denim brand offers high-quality jeans made from 100% organic cotton and guarantees a lifetime of free repairs. Nudie Jeans is a member of the Fair Wear Foundation, ensuring transparent and ethical production with a B Corp certification pending.
Shop now at nudiejeans.com
Outland Denim is a Certified B Corp that provides living wages, training, and employment to women rescued from human trafficking in Cambodia. They use organic cotton and natural dyes, focusing on reducing water and energy use in production.
Shop now at outlanddenim.com
Patagonia sets the standard for ethical and sustainable outdoor and work apparel. Their Ironclad Guarantee means they repair products for life, and the majority of their workwear is made with recycled materials in Fair Trade Certified factories.
Shop now at patagonia.com/shop/workwear
For a tech-forward approach, unspun uses 3D body scans to create custom-fit jeans on demand, completely eliminating inventory waste. They are B Corp Certified and use sustainable and recycled materials while pushing for a closed-loop, circular system.
Shop now at unspun.io
Affordability alone doesn't define fast fashion. Fast fashion is defined by speed, volume, and disposability. Wrangler's business model is based on slower, seasonal production cycles and designing durable products intended to last for years, not just a few wears.
No. While Wrangler is an iconic American brand and operates some U.S.-based factories, a significant portion of its manufacturing also takes place in Mexico and Central America. Its "Made in USA" collections feature products explicitly manufactured stateside, but this does not apply to their entire product line.
Kontoor Brands is the parent company that owns Wrangler and Lee. High-level corporate goals, such as science-based emissions targets and membership in organizations like the Fair Labor Association, are set by Kontoor and apply to Wrangler. However, this corporate-level reporting can sometimes lack the specific, granular detail needed to fully assess an individual brand's practices.
