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    Branding Sustainability: Gap Leans Into Next-Gen Values for New Collection

    Branding Sustainability is an ongoing series highlighting the ways brands and agencies around the world are trying to build a greener future.

    By Liting Xu - Mar 8, 2021
    Branding Sustainability: Gap Leans Into Next-Gen Values for New Collection

    Gap’s upcoming Spring collection will be one to watch as the apparel brand embraces values of sustainability, diversity, inclusion, and community in a bid to appeal to Gen Z and millennial audiences.

    This includes the release of Generation Good, a capsule collection of sustainable essentials, on March 22nd – which coincides. with World Water Day.

    Made from organic and recycled materials, the line of environmentally conscious products “will check all the boxes on Gap’s Good List: less waste, less water, lower emissions, better materials, and support for workers.”

    Along with other sustainable product campaigns, Gap shines the spotlight on individuals who are “propelling a real shift in how we show up, represent, listen and learn across generations.”

    “Gap was founded with the mission to do more than sell clothes,” says Mary Alderete, global head of Gap marketing. “Generation Good reflects this ideal that we can all be our true selves and move things forward by being a force for good. It takes a collective to change the world and that’s exactly what Generation Good is up to.”

    The campaign is divided into Gap Adult and Gap Teen. The adults chosen were selected for their work in their communities to break down barriers, while the teens chosen champion issues such as climate change or racial and gender equality.

    The campaign stars Aurora James, founder and creative director of footwear brand Brother Vellies and the founder of the 15 Percent Pledge, a non-profit advocacy organization urging major retailers to commit 15 percent of their shelf-space to Black-owned businesses.

    “Gap is committed to positive change,” said James.

    “As we announced earlier this month, Gap and Gap Inc. will accelerate their representation commitments by taking the Pledge, and becoming an advocacy partner, aligning with the Pledge’s mission of creating a more equitable industry. Gap is being the change for good and I’m proud to play a part.”

    Gap will be making a $200,000 donation to the pledge and increasing its pipeline programs by 15 percent, starting with early empowerment programs including internship, externship, apprenticeship and training.

    What we like: That sustainability for Gap isn’t just about the environment – it’s all-encompassing and requires companies to do good for the people, planet and community as a whole.

    What can be improved: Since this is a campaign anchored on amplifying community voices, it feels like there is a really big opportunity to start a conversation on social media and get their various communities more involved. We’d love to see a digital campaign supporting this!

    Gap’s Chosen Icons for the Collection:

    • Aurora James (@aurorajames) creative director and founder of Brother Vellies, founder of the 15 Percent Pledge, activist
    • Dr. Woo (_@dr_woo_) choice tattoo artist
    • Evan Mock (@evanmock) skater and creator
    • Mikhail Baryshnikov (@baryshnikovartscenter) performer, artistic director for Baryshnikov Arts Center
    • Kimberly Drew (@museummammy) curator, advocate, and co-editor of Black Futures
    • Dizzy Fae (@dizzyfae) musician
    • Melissa King (@chefmelissaking) award-winning chef, entrepreneur & TV personality
    • Ina Bhoopalam (@inabhoopalam) gender equality and climate justice activist, co-founder of @dreamequal and @oneupaction
    • Rebekah Bruesehoff (@therealrebekah) transgender youth activist
    • Mari Copeny (@littlemissflint) clean-water activist and philanthropist
    • Nandi Hildebrand (@nandihildebrand) anti-bullying activist and speaker
    • Jahkil Jackson (@officialprojectiam) equality activist and founder of Project I Am

    Read more about the campaign here. 

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