Gildan Activewear Inc. on Thursday launched Gildan Respects, a global positioning of its environmental, social and governance (ESG) program and creative campaign supporting the company’s “Next Generation ESG” strategy unveiled earlier this year.
Uniting all ESG communications and marketing under one global message, Gildan Respects aims to reinforce the appeal of Gildan’s approach to making apparel products. The Gildan Respects campaign is meant to further bring the company’s strong ESG approach to life by surfacing stories behind its ESG initiatives and progress. It will also underscore Gildan’s long-time commitment to manufacturing its products with respect for the environment, circularity, people, communities and transparency.
“As an ethical and sustainable apparel manufacturing company, respect has been at the foundation of our ESG success for the last 20 years,” Chuck Ward, president of marketing, sales and distribution at Gildan, said. “This is why it seemed natural to make respect the central theme of our new ESG communications and marketing efforts to bring our story to life. Our journey has been one of growth, and the central focus on respect is a testament to our continued commitment to elevating our story in a thoughtful and authentic manner. We have come a long way and we intend to go even further with Gildan Respects.”
The new branding and creative campaign will be activated through content on various platforms, including the release of an anthem film and documentary series, social media marketing, display advertising and a renewed digital experience on websites and social platforms across Gildan’s global communication and marketing efforts.
Introduced in January, the Next Generation ESG strategy has at its core a commitment to making meaningful advancements by 2030 in areas such as decarbonizing its supply chain in line with the Science Based Targets initiative (SBTi); innovating and investing in water reduction initiatives; a heightened focus on circularity and sourcing sustainable raw materials; strengthening diversity, equity and inclusion by setting a first-time goal on gender parity, and a disclosure plan to align with the Task Force on Climate-related Financial Disclosures (TCFD).
In the areas of climate, energy and water, Gildan aims to reduce its scope 1 and 2 CO2 emissions by 30 percent by 2030, aligned with the SBTi and the level of decarbonization required to meet the goals of the Paris Agreement. Gildan also commits to addressing water-related risks linked to climate change–it plans to further invest in water efficiency and implement additional water reducing, reusing and recycling options in its operations with the goal to attain a 20 percent reduction in water withdrawal from nature by 2030.
In addition, the company said it will foster a circular economy to reduce its environmental impact. In doing so, Gildan intends to source more sustainable and transparent raw materials and enhance sustainable waste management initiatives. This includes sourcing 100 percent sustainable cotton by 2025 and 30 percent recycled polyester or alternative fibers and/or yarns by 2027. The company also plans to achieve zero manufacturing waste by 2027 and to use 75 percent recycled or sustainable packaging and trim materials by 2027.
Gildan, a manufacturer of everyday basic apparel, markets its products in North America, Europe, Asia Pacific and Latin America under a diversified portfolio of company-owned brands, including Gildan, American Apparel, Comfort Colors, Goldtoe and Peds, and under the Under Armour brand through a sock licensing agreement providing exclusive distribution rights in the United States and Canada. The Company’s product offerings include activewear, underwear and socks, sold to a broad range of customers, including wholesale distributors, screenprinters or embellishers, as well as to retailers that sell to consumers through their stores and e-commerce platforms, and to global lifestyle brand companies.
Gildan owns and operates vertically integrated, large-scale manufacturing facilities primarily located in Central America, the Caribbean, North America and Bangladesh.