Product Sustainability

Product Sustainability Great product designed with sustainability in mind

We aim to design great products with sustainability in mind and collaborate across our business to develop strategies to improve the sustainability performance of our brands and products.

We are committed to pursuing technology and product innovation, allowing us to continually deliver great products that look good, delight our customers wear after wear and reduce our impact on people and the planet. Our brands approach sustainability starting with the materials they source, the products they design and the suppliers they work with. They are also beginning to communicate with customers about our efforts to produce responsibly.


We educate our brand teams about how to design using more sustainable fibers, fabrics and manufacturing techniques that save water—and how to procure more responsible materials.

Integrating Sustainability into Our Brand Decisions

In addition to our work within our company, we continue to leverage our relationships with peers, partners and stakeholder groups, such as the Sustainable Apparel Coalition, Textile Exchange, the Better Cotton Initiative (BCI) and Made-By. Our partners each bring something unique to the table in terms of access, expertise, common framework or principles, funding and more. With these partnerships, we’re able to scale up work through our global supply chain and support our brands in setting their own sustainability goals.

One of the most effective ways we’ve found to design and create more sustainable products is to build awareness and education around sustainability, which improves the impacts of our products on people and the planet.


We have developed a number of systems and tools to educate our brand designers, merchants, product development and sourcing teams about how to design using more sustainable fibers, fabrics and manufacturing techniques that save water — and how to procure more responsible materials. For example, our Sustainability and corporate Learning and Development teams collaborated to deliver and scale several tools, including a training curriculum and guidance on sustainable fibers, sustainable wet processing, recycled materials and sustainability marketing claims.

We also worked with Textile Exchange, the Sustainable Apparel Coalition and MADE-BY to create a Preferred Fibers and Materials Toolkit so that designers and developers are better able to select the best fibers based on sustainability factors such as water, chemicals, energy and emissions, land use and biodiversity, social conditions, animal welfare, potential for circularity and improved conditions for women. The toolkit also allows product design teams to evaluate fibers based on commercial factors such as quality, cost, availability and traceability.

Further, we have incorporated sustainability workshops and educational trainings into our companywide learning and development program, and we created a monthly newsletter on product sustainability that we use to proactively engage product development employees.


We have also begun to communicate our product sustainability efforts to customers through store displays, product descriptions, product labeling, social media and other publications. We also engage in educational campaigns and media around events, such as World Water Day, and through our strategy to source more sustainable cotton, including through BCI.

Two of our brands, Gap and Athleta, have deepened their commitment to product sustainability by forming executive sustainability steering committees, choosing their own priorities and goals and leading strategy workshops on sustainability with cross-functional teams. To ensure accountability, both brands have developed a sustainability scorecard to share updates. Banana Republic and Old Navy are also developing long-term sustainability objectives to inform their priorities, goals and customer-facing strategies.

Gap Brand Efforts

Gap brand is dedicated to improving its sustainability performance and has advanced progress through its commitment to sustainable cotton, as well as through its innovative Washwell water-saving program and its consumer-facing Gap for Good platform for sustainable fashion.

In 2017, Gap brand established the ambitious goal to get 100 percent of its cotton from more sustainable sources by 2021, including BCI, organic, recycled and American-grown cotton.

In addition to sustainable cotton and water-savings investments, our Gap brand has enhanced its consumer communications on sustainability. In 2017, Gap brand launched its Gap for Good platform, which includes online information about the brand’s commitment to sustainable cotton, water initiatives such as the Washwell process and our Water Quality Program, and stories about women’s empowerment from P.A.C.E. In the fall of 2017, the brand launched a Gap for Good pop-up store in New York City to showcase the brand’s strides in sustainability. Gap also trained store employees to speak about the core programs behind Gap for Good, and the brand communicates to customers through store displays, product descriptions, social media and other publications, as well as direct product labeling.


Athleta’s Sustainability Commitments

Athleta has a strong commitment to environmentally conscious products and sustainable practices. The brand believes in protecting the Earth as a natural playground, positively contributing to the direction of the apparel industry, offering customers responsible options and driving demand for sustainable goods, and supporting the potential of women and girls.

In 2017, Athleta demonstrated its growing commitment to sustainability by announcing new goals:

  • Protect resources: By 2020, 80 percent of Athleta materials will be made with sustainable fibers. The brand has been working to increase its use of recycled synthetics, organic cotton, and more efficient fabric dyeing and finishing techniques. Life-cycle assessments show that these materials conserve water resources, use less energy, emit less greenhouse gases and use less hazardous chemicals than their conventional counterparts.
  • Conserve water: By 2020, 25 percent of Athleta’s line will be made using manufacturing techniques that save water. The brand is investigating new technologies and expanding programs that use less water.
  • Divert waste: By 2020, 80 percent of Athleta’s store waste will be diverted from landfill.
  • Empower women: By 2020, Athleta will impact 10,000 women and their communities through programs like P.A.C.E. and Fair Trade. Athleta certified the first of its facilities as Fair Trade in 2016 and debuted its first Fair Trade products in 2017.


In 2018, Athleta certified as a B Corp, joining responsible brands worldwide in revising its corporate charter to include social and environmental commitments. B Corps, awarded by the nonprofit B Lab, meet rigorous standards of social and environmental performance, accountability and transparency. With this accreditation, Gap Inc. has become one of the largest publicly traded retail companies with a B Corp certified subsidiary apparel brand. We plan to learn from Athleta as a case study for Gap Inc., providing a benchmark and roadmap of potential opportunities for greater social and environmental impact across the enterprise.