GAP makes sustainable moves: Responsible fashion for every generation

written by Amy Steenkamp November 27, 2022

Consumers across the globe are doing their part to jump onto the sustainability train. In various industries, sustainability has been a trending topic in recent years and consumers have become more intentional about sourcing their products from businesses that are sustainable.

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GAP shares that it understands that sustainability is a journey. Although not perfect, they are opting to “lead, not react and use less, not more.” From water to wash and fiber to factory; their goal is to make fashion responsibly for every generation.

Who is GAP

GAP is an authority on modern American style that was founded in San Francisco in 1969. They have built a heritage name grounded in denim and khaki made through Washwell – GAP’s water-saving program that uses at least 20% less water compared to conventional garment-wash methods.

GAP is a lifestyle brand that includes: adult apparel and accessories, teen, kids, maternity, GAP Body and fit as well as home collections.

GAP is also the namesake brand for a leading global specialty retailer which includes Old Navy, GAP, Athleta and Banana Republic brands.

GAP partnering with Washwell

GAP has worked towards more sustainably sourced and made products.

Water-saving programs such as Washwell – which compared to conventional wash methods has saved millions of liters of water since 2016. Since partnering with Washwell, GAP has saved over 500 million litres of water. They also have created goals to keep working toward a better future, including the use of 100% more sustainable cotton and 100% recycled polyester by 2030.

When you see the iconic globe

The iconic recycle globe will let you know that the product is responsibly made and is part of our Generation Good collection, part of the water-saving Washwell program, or made with at least 50% of more sustainable materials. GAP’s more sustainable materials include recycled materials, regenerative cotton, organically grown cotton, and cotton-in-conversion to organic.

For the whole family

GAP offers responsibly made styles for the entire family. With styles ranging from denim to khaki, from shorts to pants, and from recycled poly swim to 100% organic cotton tees, there’s something for every season.