Wrangler expands its women's outdoor-focused sustainable ATG Line

YarnsandFibers News Bureau 2021-05-24 07:22:21 – USA

Wrangler's All Terrain Gear (ATG) category is launching the women's range in the United States after seeing double-digit success in less than two years.

In 2019, the Kontoor Brands-owned denim label launched an outdoor collection for men, consisting of rugged, high-performance garments made for daily use. It now includes T-shirts, shorts, leggings, joggers, and anoraks designed by women, for women.

Wrangler’s vice president and general manager, Jenni Broyles, said excellent fit and superior function are the foundations of true comfort and flexibility, which they have been providing for nearly 75 years.

The collection was designed with the outdoors in mind and features technical elements like built-in UPF 50 security and water-repellent, quick-dry fabric. Cargo leggings and boot-cut stretch pants, a half-zip windbreaker, and a pair of joggers with a comfortable waist, articulated knees, and side utility pockets are among the standout items.

Broyles said they decided they wanted to extend this brand to women when they unveiled the men's range in late 2019, so their teams worked hard to figure out what the female customer desired. The ATG by Wrangler range stands out from the competition thanks to a deep link to legacy labels of demonstrated credibility, as well as the brand's ability to deliver on pricing.

The collection was designed with sustainability in mind, with recycled polyester and other eco-friendly fabrics including organic cotton used throughout. Wrangler's broader sustainability priorities were revealed in September in its first-ever sustainability report, which included goals like saving 10 billion liters of water by 2025 and halving water use by 2030.

Skirts, bottoms, and outerwear are available in sizes S-XXL and 4-20 in the Women's ATG collection. The series ranges in price from $20 to $110 and is available in-store and online.

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