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Recycle Your Blues by Cotton Inc & Gap
05
Mar '10
Cotton Incorporated 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. Consumers who donate their denim will receive a 30% discount off new denim purchases, including 1969 Premium Jeans.

"Cotton Incorporated is delighted to team with Gap on the COTTON. FROM BLUE TO GREEN. nationwide denim drive," said J. Berrye Worsham, President, and Chief Executive Officer, Cotton Incorporated. "Year over year, this program continues to gain momentum, and the collaboration with Gap will build on the program's success over the past five years." Since the program began, 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 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, Gap North America. "What's more, with denim-on-denim being one of this spring's key trends, we think this is the perfect time to take the COTTON. FROM BLUE TO GREEN. denim drive nationwide to retail locations for the first time, giving customers an opportunity to recycle their old denim and pick up the latest Gap denim at a special discount."

The in-store program will be featured on Gap's online consumer site, as well as the COTTON. FROM BLUE TO GREEN. Web site, and Cotton Incorporated's own consumer Web site. Emails will be sent to both Cotton Incorporated and Gap subscribers, and the program will be promoted through social networking sites. 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, signage, and specially-branded collection bins.

Cotton Incorporated

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