Gap teams up with Mr Black on denim aftercare and sustainability campaign

Gap has partnered with denim aftercare expert Mr Black to encourage customers to take better care of their denim – by washing it less – to protect the environment and prolong a garment’s lifespan.

As part of the partnership a series of videos have been produced (available on Gap and Mr Black social channels), which explode the myths about denim aftercare – do not freeze, bathe in or walk in the sea in your jeans, for instance.

The films also encourage wearers to wash jeans only once in every 10 wears instead of the current average which is one in every three, thus preserving water, cutting down on chemical use and extending the jeans’ life. By doing so this will reduce the water, energy and climate impact by 75% in the UK, the brands say and they have introduced the mantra “Clean Less Do More” to get the message across.

As part of the partnership, Mr Black’s aftercare product, Denim Wash & Refresh Spray, which eliminates odours from denim, will now be made available in 10 Gap stores in the UK and France.

Mr Black founder Ash Black who fronts the films said: “Collaborating with iconic fashion brand Gap on this content series is an exciting step. 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”.

The films also offers insight into Gap’s Clean Water Programme, launched in 2004, which demonstrates the brand’s commitment to protecting local water supplies by creating strict environmental standards.