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A new brand of denim trousers will promote the manufacturer’s sustainable use of water.
Gap’s 1969 Premium Jeans will be the first product from the US clothing company to carry such a message, which it has developed in partnership with Business for Social Responsibility (BSR), which is helping it to improve water quality in denim laundries.
Gap’s Clean Water Program, which was set up after the company joined BSR’s Sustainable Water Group, commits the company to responsible management of water use in its global textile supply chains and requires every facility laundering Gap jeans to treat wastewater to make it safe and clean before leaving the plant.
The new jeans will show, on the inside pocket, a new Clean Water Wash label, including a statement that the water used to wash and dye the jeans was disposed of in accordance with the Sustainable Water Group’s guidelines.
Dan Henkle, Gap’s senior vice-president, said: ‘This gives our customers the opportunity to learn, from the product itself, about the efforts we’ve made to treat wastewater discharged in the laundering of our jeans.’
Gap’s 1969 Premium Jeans will be the first product from the US clothing company to carry such a message, which it has developed in partnership with Business for Social Responsibility (BSR), which is helping it to improve water quality in denim laundries.
Gap’s Clean Water Program, which was set up after the company joined BSR’s Sustainable Water Group, commits the company to responsible management of water use in its global textile supply chains and requires every facility laundering Gap jeans to treat wastewater to make it safe and clean before leaving the plant.
The new jeans will show, on the inside pocket, a new Clean Water Wash label, including a statement that the water used to wash and dye the jeans was disposed of in accordance with the Sustainable Water Group’s guidelines.
Dan Henkle, Gap’s senior vice-president, said: ‘This gives our customers the opportunity to learn, from the product itself, about the efforts we’ve made to treat wastewater discharged in the laundering of our jeans.’
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