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Behavior Change
Gap, Mr Black Campaign Asks Consumers to ‘Clean Less, Do More’ with Their Denim

High street apparel brand Gap and garment aftercare expert Mr. Black have partnered on a new campaign that highlights the links between denim care and sustainability. The two brands have joined forces to educate consumers that by adopting a simple aftercare routine it’s possible to prolong the lifespan of garments while saving water and energy.

The campaign is centered around a four-part film series, “Mr. Black Garment Essentials X Gap Guide to Denim,” which explores topics ranging from denim production and water usage, to sustainable after care and personal style. Outlining the message of “Clean Less, Do More,” the films offer easy-to-implement tips to care for denim more sustainably. For example, one of the films recommends washing jeans only once in every ten wears instead of the current average of one in every three. Doing so would reduce the water, energy and climate impact by 75 percent in the UK.

(Similarly, one of Levi Strauss & Co.’s recent campaigns noted that California alone could have saved 35 billion liters of water over four years during its drought if everyone wearing Levi’s jeans in the state had practiced the company’s washing and drying recommendations.)

The videos feature Mr. Black Founder Ash Black as the narrator, and promote both Gap jeans and Mr. Black’s plant-based, biodegradable cleaning system. Mr. Black says that it’s mission is to redefine how people care for their garments, and that their products maintain the original look and feel of items while minimizing the damaging effects of regular washing methods.

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“Collaborating with iconic fashion brand Gap on this content series is an exciting step,” Black said in a statement. “Both of our brands share a passion for offering up simple solutions to prolong the lifespan of garments and in turn, allow everyone to live a more sustainable lifestyle.”

Gap’s Clean Water Programme is also highlighted in one of the videos as an example of the brand’s commitment to protecting local water supplies by creating strict environmental standards. Gap has also participated in the Natural Resource Defense Council (NRDC)’s Clean by Design program for sustainable manufacturing.


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