Wrangler is one of the largest denim brands on the planet. As such, sustainability and environmental stewardship are a focal point of their thinking, values and processes. Still, in the world of fast fashion and wasteful manufacturing, how can a brand go against the grain and move the needle towards more planet-positive practices?

Weaving these three related yet different messages into a cohesive narrative would require a layered approach. The more the customer digs, the richer the story should become. And from buttons and shanks to pocket prints and patches, every element needed to connect the jeans back to healthy soils and the hands that farm it.

Most people care about the earth, but we found it's even easier to get excited about sustainable farming when you realize it's happening closer than you think.

Growing sustainable cotton is hard work, work that deserves to be celebrated. We used custom lettering, idyllic imagery and the farmers' signatures to cultivate a wholesome and distinguished tone for the jean design. By driving a direct connection between a customer's purchase choice and healthy soils on American farms, the collection strikes a potent combination of product and purpose.

The pillars were established at the outset, but this initiative still needed a name.

The Wrangler Rooted Collection™ calls customers to reexamine where their clothes come from. All threads eventually lead back to the earth, and these sustainably sourced jeans provide a rare opportunity to take pride in cotton.

To introduce this collection to the world, we visited one of the local farms where cotton was grown and harvested for Wrangler Rooted™. The cotton flowers, cloud-like in appearance, brought a striking visual element to the photography for a variety of print and digital marketing applications.