Gap Inc. accelerating the environmental friendly branding
In honor of Earth Day, Banana Republic and Old Navy unveiled new commitments to accelerate the company’s use of more sustainable materials in apparel production and reduce the environmental impacts of product manufacturing. The announcement marks the latest step in Gap Inc.’s journey to maintain the reliability in its portfolio of sustainable product innovation and technology which is based on 2017 commitments made by the company, Gap and Athleta.
Banana Republic believing in preservation and nurturing the fashion, committed to use production techniques that will sustain water quality while creating versatile and more sustainable fabrics.
How Banana Republic will create credibility by introducing eco-garments?
By integrating sustainability into design and manufacturing decisions to reduce the environmental impact, Banana Republic made the following commitments:
- Sustainable cotton and fibers by 2023:
Interested in ecology, the brand aims to source 100 percent of its cotton from more sustainable sources, primarily sourcing through the Better Cotton Initiative, including recycled and organic sources.
Moreover, the at least 50 percent of all Banana Republic branded product will aim to source sustainable fibers, including cotton through the Better Cotton Initiative, partnering with Canopy-compliant suppliers to source preferred man-made cellulosics; sourcing recycled and responsible wool from vendors that are compliant under the Responsible Wool Standard; linen and recycled polyester.
- Reduce water impact and promote cleaner chemistry by 2025:
The company aims to make 50 percent of all products with techniques that save at least 20 percent water in comparison to conventional methods at mills and at laundries. This will include Banana Republic leveraging the smart denim wash program called Washwell™, which was launched by Gap brand in 2016 and reduces water usage by 20 percent or more in the product’s garment wash stage for denim products.
- Eco-friendly denim:
Banana Republic will also utilize more sustainable dye methods, such as foam dye, eco-friendly finishes such as bio-softeners and laser technology, and trims made out of recycled materials, to make its denim more eco-friendly to support Washwell™ programme.
Mark Breitbard, Banana Republic President and CEO, said “Sustainability is important to our brand, to our environment and to our customer”. “Banana Republic is committed to using production techniques that will save and preserve water quality while creating versatile and more sustainable fabrics that our consumers have come to know and love”, he added.
What Old Navy commits with its physical sensation giving jeans?
Old Navy sells 27,000 Rockstar jeans a day alone, marking the scale of its sustainability goals around denim and cotton significant. The brand will also increase its sourcing of sustainable cotton and enhance efforts to use water-saving techniques. The brand’s ecological concern made it commit these:
- Sustainable cotton by 2022:
Old Navy aims to source 100 percent of its cotton from more sustainable sources, primarily through the Better Cotton Initiative as well as through verified, responsibly-grown cotton and recycled cotton.
- Water-saving efforts by 2022:
Additionally, 100 percent of Old Navy’s denim product aims to be made using techniques that save water, including proven wash processes. In Spring 2019, 60 percent of Old Navy’s denim was already made using Washwell™ techniques, saving 20 percent or more in the product’s garment wash stage compared to conventional techniques.
Old Navy also unveiled ‘Heart Earth’, the brand’s new sustainability platform focussing efforts towards making earthy garments.
Jamie Gersch, CMO of Old Navy, said “At Old Navy, we believe every one of us has the power to make a difference, and we owe it to future generations to leave our planet better than we found it. But, our work to ensure the world runs right is never done, and we want to bring our customers along on our journey”. “We’re proud to introduce Heart Earth, Old Navy’s new sustainability platform, including our goals to produce more sustainable product related to Cotton and Water by 2022”, she added.
On Earth Day, Gap Inc. is also joining forces with other apparel brands to tackle clothing waste through a unique effort. As a core partner of the ‘Make Fashion Circular’ initiative led by the Ellen MacArthur Foundation, the company is supporting the #WearNext campaign alongside other retail brands and the City of New York.