Just ahead of Earth Day 2020, American clothing retailer Banana Republic announced the launch of a new eco-friendly initiative.
In a press release, Banana Republic describes the initiative called BETTER REPUBLIC as “a forward-thinking ideal that underscores the company’s sustainability goals and commitment to do better for people and the planet”.
“In these uncertain times, and as members of this global community, it is more clear than ever that we are all connected and we have a shared responsibility to protect each other,” said Mary Alderete, chief marketing officer, Banana Republic. “Since we all share this planet and its resources, Banana Republic also remains committed to our sustainability goals that reduce our impact on the planet. Today, we are sharing an update on our progress.”
BETTER REPUBLIC is in essence, a collection of men’s and women’s eco-friendly clothing and accessories. Not only are the items in the collection made out of natural materials, but the aesthetic of the items (their colours, patterns, and silhouettes), are meant to pay homage to the planet.
“Natural materials and earthen-inspired colors, textures and prints play across organic silhouettes, bringing to light the elements around us in a film that celebrates Mother Earth and her environments, including plant life, sunlight and water,” said Banana Republic.
Overall, the BETTER REPUBLIC initiative is meant to be a reflection of the brand’s commitment to the Earth and desire to do better by it.
Banana Republic chose to use a variety of sustainable materials when creating the pieces for this collection. Such materials include recycled nylon, polyester, cotton, wool and man-made cellulosics such as Tencel, Lyocell, Modal, Lenzing, Ecovero, and Viscose, and finally, denim created using water-saving production techniques. One example of this is Banana Republic’s men’s Dry Indigo Traveler collection, which was made via foam dye techniques that use 99 percent less water and 89 percent less chemicals than traditional dyeing methods. In addition, many of the items in the collection, for both men and women, were made through the Gap brand’s very own Washwell program, which reduces water use by 20 percent or more. Since 2016, the program has saved more than 100 million litres of water worldwide.
Banana Republic specifically chose the 50th anniversary of Earth Day to launch BETTER REPUBLIC, as they found it to be a fitting event in which to pledge themselves to sustainability. More specifically, the brand promises to incorporate sustainability into all design and manufacturing decisions across the entire supply chain moving forward. They also set out three sustainability goals they wish to achieve in the future.
“BETTER REPUBLIC is our commitment to goals that evaluate every touchpoint across our supply chain to ensure sustainable practices in developing products that are better for people and the planet,” explained Alderete. “From supporting our factory employees to innovations in manufacturing and responsible fabrics, we are committed to doing better every day.”
The first goal is to increase the use of sustainable fabrics in their items. They hope to use 100 percent sustainable cotton and 50 percent sustainable fibres by 2023. The second goal is to create more sustainable denim, also by 2023. Specifically, they want to focus their efforts on conserving water through Gap Inc.’s Washwell program, which not only uses less water but also uses recycled and organic cotton and sustainable dying methods, like the foam dying technique. Finally, Banana Republic pledges to reduce water impact and promote cleaner chemistry by 2025, through the use of techniques that save a minimum of 20 percent of water in comparison to traditional methods.
“To uphold our commitment to sustainability with BETTER REPUBLIC, we are also expanding ways for our customer to shop relevantly and responsibly,” added Alderete. “With our clothing rental program, Style Passport, and a new vintage resale partnership with Thrilling, we are creating a better path for customers to make informed, responsible decisions to live and shop more sustainably.”
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