Gap Inc.’s Gap Teen brand has unveiled a new sustainable collection aimed at Gen Z girls. The collection focuses on denim and offers a range of apparel including hoodies, shorts, tops, skirts, and more. Gap Teen is committed to using processes that save water and reduce waste, aligning with Gen Z’s growing interest in sustainable products.

Highlighting the brand’s commitment to sustainability, some pieces in the collection are made with 100% organically grown cotton and Lenzing EcoVero, a fiber sourced from renewable wood. Additionally, certain items are part of Gap’s ‘Washwell Program’, which utilizes 20% less water compared to traditional wash methods. Furthermore, a factory participating in the Gap Inc. P.A.C.E. program produces some of the collection’s items, providing education and skills to female workers.

A recent study conducted by First Insight found that an impressive 73% of surveyed Gen Z shoppers would be willing to pay more for sustainable items, with the majority open to spending an additional 10% or more on such products. The Gap Teen collection is available in sizes 8-16 and ranges in price from $16.95 to $64.95.

In addition to the launch of Gap Teen, Gap Inc. has made a strategic move by appointing IMG as its exclusive multi-brand licensing representative. This decision signals the company’s ambition to venture into new categories. However, Gap Inc. faces challenges due to the COVID-19 pandemic. The company has temporarily suspended rent payments for its closed stores and has expressed concerns about its survival over the next year. The retail industry as a whole has been heavily impacted by the widespread shutdowns resulting from the pandemic.

Please find below two useful links related to the topic:
1. Official Gap Inc. Website: This link provides access to Gap Inc.’s official website, where you can find more information about the company and its various brand offerings.
2. First Insight: This link directs you to the website of First Insight, the company mentioned in the article that conducted the study on Gen Z shoppers’ willingness to pay more for sustainable items.