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Gap Debuts Jeans Redesign Denim and Its Most Sustainable Collection To-Date

Gap is following through on its promises for an ultra-sustainable collection.

The brand launched Generation Good this week, its most sustainable capsule to-date, with garments that address issues related to water usage, sustainable materials, waste, CO2 emissions and workers’ rights. The collection spans women’s, men’s, kids’ and baby. Highlights includes organic cotton T-shirts with Earth-friendly messages like “There is no Planet B” and “No more waste,” and jeans and denim shorts made with recycled polyester and post-consumer recycled cotton.

Jeans are available in skinny fits for women and slim fits for men. All items are made using a water-saving wash process that eliminates the need for harmful PP sprays or stonewashing, and include safer dyes and finishing processes.

In addition to the Generation Good collection, Gap introduced five women’s denim styles designed as part of  the Ellen MacArthur Foundation’s (EMF) Jeans Redesign program. Items in the collection are 100 percent derived from natural fibers, use chemicals that abide by the ZDHC guidelines and include removable hardware for easier recycling at end-of-life.

The collection retails for $108-$128 and includes two relaxed fit jeans, a shift dress and two denim jackets made of a combination of organic cotton, recycled cotton and hemp.

The Jeans Redesign products are part of Gap Inc.’s Washwell program, a denim washing process that uses 20 percent less water than conventional processes. The company reported that 91 percent of its total denim range is part of the program, beating its original goal of 75 percent. The Washwell program has been essential to Gap Inc.’s water conservation efforts. The company said it has saved 11.2 billion liters of water since 2014.

Aside from sustainable production practices, Gap Inc. is also committed to its workers behind the scenes. Earlier this month, the company announced that more than 800,000 women and girls completed its Personal Advancement and Career Enhancement (P.A.C.E.) education program to-date, and it aims to reach 1 million individuals by 2022. The company set new goals for 2025 that include improving gender parity at the supervisor level at its strategic factories, and gaining more participants in its Empower@Work program.