London - US fashion retailer Gap has teamed up with garment after care expert Mr Black to launch a new campaign raising awareness for denim after care and sustainability.
The new campaign is based on a four-part mini film series, entitled "Mr.Black Garment Essentials x Gap Guide to Denim", which shine a light on various areas customers can tap into to take better care of their denim, ranging from from water usage, to sustainable after care. The mini series also addresses certain denim after care myth, such as freezing your jeans and stresses the best way to prolong the garment lifespan is by washing it less.
By washing jeans once in every 10 years, instead of the average which is once in every three, customers preserve more water, cut down on their chemicals usage and extend their jeans life. In turn, by washing jeans less, it will reduce the water, energy and climate impact by 75 percent in the UK, according to Gap and Mr.Black, who encourage customers to "Clean less, Do More."
"Collaborating with iconic fashion brand Gap on this content series is an exciting step," said Black in a statement. "Both of our brands share a passion for offering up simple solutions to prolong the lifespan of garments and in turn, allow everyone to live a more sustainable lifestyle."
As part of the new campaign, Mr. Black after care denim product, Denim Wash & Refresh Spray, which eliminates odours and refreshes denim, is currently available for sale in 10 Gap stores across the UK and France.