SAN FRANCISCO - March 21, 2007 - A T-shirt that feels good to wear that you can also feel good about? That's what more than 500 Gap stores in North America are now offering with organic cotton T-shirts for men. The shirts were introduced in response to growing customer demand and as part of the company's commitment to finding innovative, socially responsible ways to make its products.
In order to preserve the natural colors and qualities of the organic cotton fiber, Gap's organic cotton T-shirts have not been chemically dyed or bleached. Each shirt includes a hangtag that indicates it is made with "100 percent organic cotton." Certified organic cotton is grown without the use of synthetic pesticides and fertilizers that are harmful to the environment. The T-shirts come in three styles - crew-neck, v-neck and tank - and retail for $16.50.
"Our customers have shown a real interest in responsibly produced products," said Kindley Walsh Lawlor, senior director of strategic planning and environmental affairs for Gap Inc. "We're always exploring new ways to make our products, and we're excited to offer environmentally sensitive items we think our customers will love."
Because most of Gap's clothes are made of cotton, a crop that can have a significant environmental impact, the company joined the Better Cotton Initiative (BCI) in 2005. BCI is a multi-stakeholder initiative aimed at promoting more sustainable cotton cultivation practices worldwide. BCI encourages the adoption of better management practices in cotton cultivation to achieve measurable reductions in key environmental impacts, while improving social and economic benefits for cotton farmers worldwide. Other members of the initiative include ICCO, Organic Exchange, WWF, and the United Nations Environmental Programme, as well as other well-known brands and retailers.
Gap hopes to introduce additional items made with organic cotton in coming seasons.
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