Preppy lifestyle brand GANT is auctioning 14 iconic pieces from its archive on eBay – from 24 February to 1 March – with all proceeds donated to WaterAid, following the launch of its 2020 sustainability campaign "It’s Complicated, But Not Impossible".
Announced earlier this month, GANT’s seven sustainability rules, which are reuse, repair, rent, refresh, remake, regive and recycle, will roll out globally over the course of the year. The campaign aims to support customers with their sustainability choices whilst recognising the quality and durability of GANT’s designs.
Dating from the 1960s to 1990s, the eBay auction includes GANT classics such as its Oxford shirt, pique polo, heavy rugger, varsity jacket, club blazer, classic chino and tennis jumper.
Jessica Cederberg-Wodmar, global sustainability director at GANT, says: “It's complicated, but not impossible - our approach involves working with both the industry and the consumer to drive change.”
GANT has set a number of sustainability goals to reach by 2030, including using cotton that is 100% from sustainably certified sources by 2022, 50% reduced water consumption in production by 2025, and 30% reduced climate footprint by 2030.