CCI and Wrangler Bring Water-Repellent Jeans to Thailand
August 3, 2011 
Thai consumers can’t get enough of Wrangler’s new water-repellent denim jeans, buying 90 percent of the total supply that was introduced to the market in March 2011. These limited edition jeans were sold at more than 90 leading department stores nationwide at full retail from $50 to $76, and only 10 percent of the “Water Repellent Denim” jeans launched by Wrangler in March 2011 remain available. The jeans integrated Cotton Incorporated’s Storm Denim technology and Wrangler plans to add more of Cotton Incorporated’s denim innovations to their products.
Last year, Wrangler labeled 730,000 products made with 100 percent cotton with the COTTON USA Mark. As part of its Cotton USA Supply Chain Marketing Yarn Buyers Tour to Thailand, CCI brought senior executives from 11 Asian importers to meet with 14 Thai spinning companies that source U.S. cotton (there are a total of 19 member mills in CCI’s Thailand program). Buyers were able to tour five different mills and were given opportunities to meet one-on-one with the yarn manufacturers.
Historically, Thailand has always been a reliable purchaser of U.S. cotton, so CCI created the Thailand-specific program to reward spinners for their loyalty and increase trade in Southeast Asia.
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