The Gap collabs with online thrift shop, ThredUp for a fashion recycling initiative.
If you are surprised with The Gap’s latest sustainability move, you are not alone. The behemoth fashion retailer joins fellow retail giants like H&M who have created clothing recycling initiatives in the past. Fast fashion is dying - shout to Forever21, as more shoppers consider environmental impact before purchases.
The latest recycling initiative between The Gap and ThredUp will launch in April 2020 and will incentivize conscious shoppers to make clothing donations for credits towards Gap clothing. So how does it work?
ThredUp bags and labels will be available at select U.S. Gap, Banana Republic, Athleta, and Janie and Jack stores so that customers can easily put their used clothing up for consignment and receive credit toward new clothing. ThredUp already works with another giant retailer; Macy’s.
If you haven’t heard of ThredUp, they are an online buy and sell platform which houses your favorite brands like Madewell, Theory, and more. The retailer is touted as the largest online consignment and thrift store platform. ThredUp is revolutionizing how you thrift shop, not the newest concept, but we have never seen an online consignment of this magnitude.
The partnership could not be more timely. The Gap has had it’s ups and downs over the years and could use a serious shake up to its current business model. As the fashion apparel industry landscape continues to shift and consumers demand more sustainable options, this could be Gap’s latest big break.
The Gap has gone through some major challenges as the fashion industry continues to shift. We have seen the retailer rebrand a few times over and always come back to basics. We think a move towards sustainability is the best move The Gap has made to date. It is never too late to make a positive change and we hope that The Gap uses this collab as a stepping stone to reevaluate its overall production and efforts in the sustainable fashion arena. We wouldn’t be surprised with a sustainable capsule collection from the brand in the near future.
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