Cotton Inc. Teams with Gap to Promote Denim Recycling
October 7, 2010 Through October 20, Gap and Cotton Incorporated are joining forces to convert consumers’ old jeans into denim-based insulation, which will then be donated to communities in need. The program, dubbed “Recycle Your Blues,” offers consumers a 30 percent discount on a pair of Gap’s new 1969 jeans if they bring in one of their old pairs for recycling.
Gap and Cotton Incorporated partnered for the first-ever national denim drive this past March and collected more than 270,000 pairs of jeans at 1,000 participating Gap stores. “Cotton Incorporated is pleased to continue the ‘Cotton: From Blue to Green’ nationwide denim drive with Gap,” said J. Berrye Worsham, president and CEO of Cotton Incorporated. “The last denim drive was hugely successful and it’s due entirely to customers’ generosity in donations.”
The two organizations’ joint efforts are part of Cotton Incorporated’s “Cotton: From Blue to Green” denim recycling program, which began in 2006 as part of a collegiate mobile marketing initiative. The donated denim is converted into UltraTouch Denim Insulation by Bonded Logic Inc. and used in underserved communities and for special projects, such as Hurricane Katrina rebuilding efforts.
“We love this partnership with Cotton Incorporated because it merges the ideas of fashion, environmental sustainability and helping others,” said Marka Hansen, President of Gap North America.
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