The American worldwide clothing and accessories retailer Gap has launched its most sustainable capsule collection to date, which features everyday essentials across adult, teen, kids, and babyGap. This collection was launched by Gap on the occasion of World Water Day.
The brand has built a ‘Gap for good’ capsule in 2016 which was committed to using less water and more sustainable materials. The ‘Generation Good’ capsule is created using recycled and organic fabrics and has been manufactured using less water, lower emissions, less waste, and better materials, alongside initiatives supporting its workers.
Through the collection Gap shows its commitment to its sustainability journey by driving change with products that are “well made and responsibly sourced”. The brand states that to align with their commitment they have to take the brand back to its roots with its tried-and-true favorites - jeans and T-shirts.
In a press release, Gap said that they obsess over details, fabric, and quality. The brand said that each piece of the collection lasts a lifetime in the consumer’s closet. They take pride in reducing and sourcing.
In addition to 100% recycled nylon in selected outerwear, Gap has also used 5% recycled cotton in denim and 100% organic cotton in kids and baby styles. The collection is created using 100% natural materials and has been “made to be made again” with Gap.
As a part of the Ellen MacArthur Foundation’s Jeans Redesign challenge, Gap has also launched 5 exclusive denim styles in addition to its ‘Generation Good’ collection. This denim collection of Gap is claimed to be Gap’s most sustainable denim collection to-date. The denim styles have been manufactured as part of Gap’s Washwell program, which uses at least 20% less water in comparison to standard wash, as well as being made using chemicals certified to meet zero discharge of hazardous chemicals standards. Gap also claims that each denim piece has been designed with removable hardware so it can be fully recycled into something new.
At present, 91% of Gap denim is part of its water-saving Washwell program, which claimed to be better than its original 2021 goal of 75%. By 2025, Gap’s goal is to use only 100% sustainably-sourced cotton across its brands Old Navy, Gap, Banana Republic, and Athleta.
According to a press release, since 2016 Gap has saved an estimate of 402 million liters of water, which is roughly equivalent to 804 million bottles and 201 million days of daily drinking water.
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