April 22, 2010 – Gap Inc. today announced that customers set a new record for the company’s ‘Recycle Your Blues’ drive last month. In two short weeks, more than 270,000 pairs of jeans were donated. This matches the amount of denim collected in the four year history of the campaign led by Cotton Incorporated, the research and marketing company representing upland cotton.
The donated denim will be converted into UltraTouchTM Natural Cotton Fiber housing insulation for 500 homes in underserved communities and for special projects, such as the rebuilding effort after Hurricane Katrina struck. In return for their donations, customers received 30 percent off a new pair of 1969 Premium Jeans.
Fostering awareness about cotton’s recyclability among consumers, the drive also empowered customers to give back to communities in need.
”Through Recycle Your Blues, Gap and our customers demonstrated our strong commitment to doing what’s right for the environment and our communities,” said Ivy Ross, EVP of Marketing for Gap. “We are thrilled with the connection we made with our customers, and their incredible response to the recycled denim campaign.”
More than 1,000 Gap stores participated – including GapKids and babyGap – in the U.S., Canada and Puerto Rico.
About Gap Inc.
Gap Inc. is a leading global specialty retailer offering clothing, accessories and personal care products for men, women, children and babies under the Gap, Banana Republic, Old Navy, Piperlime and Athleta brand names. Fiscal 2009 sales were $14.2 billion. Gap Inc. operates about 3,100 stores in the United States, the United Kingdom, Canada, France, Japan and Ireland. In addition, Gap Inc. is expanding its international presence with franchise agreements in Asia, Europe, Latin America and the Middle East. For more information, please visit www.gapinc.com.
About Cotton Incorporated
Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton. The Program is designed and operated to improve the demand for and profitability of cotton.