Wrangler, the jeanswear brand owned by Kontoor Brands, announced plans on Thursday to reduce water usage by 50 percent by 2030, an expansion of its water conservation efforts.

Wrangler said in April that it surpassed its 2020 conservation goals, originally set in 2008, by saving more than seven billion liters of water from the finishing phase of the jean manufacturing process.

The denim maker’s new goal aims to reduce water usage in the fiber production, fabric construction and product finishing phases, which collectively account for more than 95 percent of the total water used in the jeans making process.

“A renewed sustainability target creates an organizational focus that enablesWranglerto create meaningful change through the conservation of water resources. Because water is a shared resource, its conservation is also a shared responsibility,” Roian Atwood, the senior director for global sustainable business at Wrangler, said in the release.

To monitor and measure water conservation, Wrangler is working with Transformers Foundation, a non-governmental agency focused on environmental sustainability in fashion and textiles.

Shares of Kontoor Brands, Inc. (KTB) were trading up 4.07 percent, or 89 cents, at $22.75 on Thursday.