denim-recycle-blue-to-green.jpgBeginning today, at 1,000 Gap stores across North America, turn in your old denim and get new denim at a 30% discounted price. The denim drive is called, COTTON. FROM BLUE TO GREEN. 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 Natural Cotton Fiber Insulation, and donated to communities in need.

Since the initiative was launched five years ago, the COTTON. FROM BLUE TO GREEN denim drive has recycled enough denim to create natural cotton fiber insulation for over 540 homes.

“The two-week denim drive will enable them to give back to communities in need,” said Marka Hansen, President, Gap North America.

As a call to action, Gap will air radio spots in top markets across the U.S. and Canada, and each Gap retail location will feature in-store displays, with specially-branded collection bins.

The in-store program will be featured on Gap’s online consumer site,, as well as the COTTON. FROM BLUE TO GREEN Web site,


  1. This seems like a really cool initiative, with one caveat:
    In the terms and conditions at the Blue To Green link it is stated: ‘Must use a Gap, Banana Republic, or Old Navy credit card as pay type to receive 35% discount.’ Seems like they really cut down on the participation by stipulating that but, I guess it somehow makes the accounting simpler.

    Anyhoo, any jeans recycled into insulation is better than nowt.

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