Gap helps consumers turn old jeans to green

NEW YORK Cotton Inc. announced that it will be working with Gap to launch the "Cotton. From blue to green." denim drive in about 1,000 Gap stores across North America and Puerto Rico. Beginning March 5 through March 14, consumers across the country can donate old denim at their local Gap, which will then be given a “new life” by being converted into UltraTouch Natural Cotton Fiber Insulation, and donated to communities in need.

The two-week denim drive is part of Gap’s “Recycle Your Blues" event, where customers who donate denim will receive 30% off new denim purchases from Gap, GapKids or babyGap through March 14.

”We hope the drive will help foster awareness about cotton’s recyclability among our consumers, while enabling them to give back to communities in need,” said Marka Hansen, president of Gap North America.