Gant announces new sustainability goals, launches rental service

Gant has announced it is bolstering its sustainable credentials with a
number of new environmental targets, the launch of a rental service, and
The 7 Rules by Gant – an initiative to educate consumers on how to better
care for their clothes.

For 2020, the Swedish fashion brand has said nearly 80 percent of its
collection will be sustainably sourced. Additional targets include using
100 percent sustainably sourced cotton by 2022; reducing water use in
manufacturing by 50 percent by 2025; using 100 percent sustainably sourced
key materials by 2025; and reducing its climate footprint by 30 percent
throughout all operations by 2030.

The brand will also be launching a selected 10-piece rental service in
May for items from its Spring 2020 range. The service will be available at
the brand’s flagship store on London’s Regent Street and at at least one
store in each of its European regions. Available from May, the service will
allow shoppers to rent items for three days for 20 percent of their price,
with the option to pay the remaining cost if they want to keep the item at
the end of the service.

7 Rules by Gant

Additionally, the brand has announced ‘The 7 Rules by Gant’ – a set of
rules to inspire and invite consumers to take joint responsibility to
extend the life of their clothes. The 7 Rules includes Rent, Reuse,
Refresh, Remake, Repair, Regive and Recycle, and will be rolled out
globally during the year.

“The opportunities to make more sustainable clothes have never been
bigger or more needed,“ said Jessica Cederberg Wodmar, the brand’s global
sustainability director. “Gant has always created high-quality and
long-lasting products. We are using more sustainably sourced materials to
increase the speed of transformation that our industry needs. Yes, it’s
complicated, but not impossible. The Gant approach is to work together with
both the industry and our consumers. We will keep making conscious choices
and drive change.”

As part of its sustainability initiatives, Gant has launched
partnerships with the following companies and organizations: Waterkeeper
Alliance, United Nations Global Compact, RISE Chemical Research Institute,
Textile Exchange, The Fashion Pact, Sustainable Apparel Coalition, Better
Cotton Initiative, Fashion Industry, Charter For Climate Action and
Business Social.

Photos courtesy of the brand