Dec 11, 2017
Gap rolls out recycling initiative for India
Dec 11, 2017
Running until December 17 throughout India, Gap has launched their 'Recycle Your Blues' sustainable fashion initiative.
All Gap flagship stores across India are currently running a campaign whereby shoppers can bring in an old pair of jeans that they would otherwise throw away and in return they will be given a 20 percent discount on the purchase of a new pair.
Gap, which stocks around 50 different jean styles across India, is hoping that this will encourage shoppers to recycle their unwanted denim instead of throwing it away and generating waste. The denim that this campaign collects will later be donated to charities that can give them new life and recycle them.
Gap is adding an extra feature for its shops in the Delhi NCR region where shoppers will also be given the opportunity to customise their denim for free when they purchase a new item. Customisation options include fashionable distressing, adding patches, and sewing on embellishments. Some of the stores offering this service include Ambience Mall, Pacific Mall, and Select Citywalk.
Gap is gearing up for the winter festive season with an attempt to promote sustainability in the fashion industry and to draw in customers to whom this is a concern.
Sustainability is arguably one of the main buzzwords of Indian fashion this year and a host of brands from luxury to high street are embracing the concept.
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