Gap’s got a new pop-up shop in the Big Apple, and it’s filled with good stuff. Located at 54th and 5th Avenue, the pop-up is part of the brand’s Gap for Good initiative that kicked off earlier this year, which is all about protecting the planet we share.
The NY pop-up concept focuses specifically on sustainable products. With the help of artist Mick Keus, Gap is getting creative with upcycling and updating vintage Gap denim that its sourced from across the country, creating one-of-a-kind pieces designed by hand, by Mick. Pop-up shoppers can shop the custom denim creations and help reduce the roughly 80 lbs. of clothing the average person throws away each year.
But beyond helping to increase the amount of clothing recycled globally with initiatives like the NY pop-up, Gap is making changes to make its cotton more sustainable. In fact, by 2021, 100% of Gap’s cotton will come from more sustainable sources, a goal the brand does not take lightly.
And it’s not just sustainable cotton that Gap is investing in. How will it get there? The phrase “Washwell” has been popping up on many of Gap’s jeans, and it’s something shoppers should take note of. The Washwell process is all about using smarter wash techniques throughout the denim creation process to help conserve water. So far, the Washwell process has saved 60 million liters of water, while also cutting down on energy use, and Gap is just getting started.
Recycling vintage denim, sourcing sustainable cotton, and improving wash processes from start to finish, are just some of the ways that Gap is working to make denim that looks good and feels good, inside and out.
Visit the Gap for Good pop-up at 54th and 5th Avenue through the holiday season.