In 2007 the store released a line of organic cotton mens' T-shirts which are not chemically dyed so they retain a natural color, and are made from 100% organic cotton. The shirts which come in three styles - crew, v-neck, and tank - are all made without the use of fertilizers or pesticides and are available in all North American Gap retail stores.
Courtesy of Gap
The idea to integrate organic cotton into their clothing and products was motivated by their customers' concerns and a desire to find new ways to create more options for their consumers.
"Our customers have shown an interest in environmentally-friendly products and our production is always researching new and innovative approaches," said Kris Marubio, a representative for Gap Inc. Corporations.
In 2005, Gap Inc. joined the Better Cotton Initiative aimed at promoting environmentally, socially, and economically sustainable cotton cultivation practices.
"It's a collaborative group that uses a multi-stakeholder effort to address an issue that cannot be taken on by just one retailer," said Marubio in an interview.
Currently, men's T-shirts are the only organic products that can be purchased in stores locally. Organic products for babies is also available through Baby Gap, but can only be ordered via online, or in Gap stores located in the U.K. and France. Hopefully, a women's line will be relased in the near future.
Through BCI and new initiative to offer organic products, the Gap has found a way to support and create products that are fashionable and environmentally friendly.
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