Durability and longevity have always been part of fashion brand, Gant’s DNA. Since 1949, GANT has designed timeless pieces made to last, made from 89% natural materials and inspired by classics that never go out of style.This is really important to me as I have always considered buying clothes that you plan to keep forever as one of the most important parts of shopping sustainably. But I was also really pleased to hear that Gant are planning to take the sustainability of their brand to the next level with to some ambitious commitments!
Their goals are clear, well set out and aiming high:
2020 – nearly 80% of GANT’s collections will be sustainably sourced and labeled
2022 – GANT´s cotton will be 100% sustainably sourced
2025 – GANT will reduce its water use in manufacturing by 50%
2025 – GANT’s key materials will be 100% sustainably sourced
2030 – GANT will reduce its climate footprint by 30% throughout all operations
But sustainability isn’t just about fashion brands making changes to the way they work. It’s a 2 way street and consumers need to make changes too. Gant’s global initiative encourages their customers to take joint responsibility for the impact of their clothing on the world with their 7 rules. These 7 rules make complete sense to me, as I am sure they will do to the many other sustainable fashionistas out there.
I love that Gant is turning the traditional model of fast fashion marketing on its head. Instead of encouraging consumers to buy more and more, they help to ensure that a piece of Gant clothing will only be bought when neccessary and will go on for many years to come and reach its full potential. This is the only way to be truly sustainable with your fashion. So here are their 7 rules…
- Refresh – tips and tools will be provided to keep clothing in tip top condition
- Repair – lifelong repairs will be offered for jeans made in 2020
- Reuse – Gant Archive pieces have been auctioned to raise money for WaterAid
- Rent – will be available in selected stores from May
- Regive – donations will be made to Water Aid
- Remake – encouraging customers to see forgotton pieces in a new light
- Recycle – this will be available in selected stores from November
Find out more about Sustainability at Gant
It would be great to see some other brands following suit and commiting to be sustainable, giving consumers the opportunity to make the right choice!
What do you think?