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After the successful release of Wrangler’s first abrasion-resistant jeans for boys in 2024, Kontoor Brands is expanding the application of its durability-enhancing clothing technology to adult styles.
The kid-tested technology is available now in Wrangler jeans and workwear and Lee jeans for adults. More adult abrasion-resistant styles will launch later this year and into 2026.
Dhruv Agarwal, vice president of sustainability, innovation and development for Kontoor Brands, said the initial kids’ collection has received overwhelmingly positive feedback, with kids and parents alike praising the jeans’ ability to stand up to both care and wear.
“This technology is designed to increase the resilience of clothing, ensuring it can handle a full day of activity and withstand the wear and tear of frequent washing and drying,” he said.
From consumers shifting their spending to buy fewer but better pieces that last to the European Commission’s mandate that every textile product sold in the EU be eco-designed, improving the durability of garments is increasingly an area of focus for fabric producers and brands.
Kontoor began to develop the technology in 2019.
Greensboro, N.C.-based Kontoor began to develop its technology in 2019 in its innovation lab. The technology is a combination of stepped-up fibers, new spinning and weaving techniques to reduce friction and a proprietary topical application that enhances the abrasion-resistance and tear strength of the fabric.
Now in its third generation of development, the technology has improved and become more readily available, allowing Kontoor to scale-up production and apply it to a wider range of products for all ages.
“The topical treatment used to enhance the abrasion resistance and tear strength of the fabric is designed to help the garment withstand the rigors of everyday wear, including home laundry cycles. The treatment was engineered to hold up well in typical wash and dry conditions, ensuring that the fabric maintains its durability and resilience over time and extending its lifespan,” Agarwal said.
“The result is a highly durable material that offers a promising antidote to fast fashion while delivering wearers comfort, stretch and superior resilience,” he added.
