Gap continues its Back to School campaign with a new spot, introducing Superdenim, made with water-saving Washwell techniques, which helps the planet by using 20% less water than traditional washes.
The ad, released with the tagline “Feel Good, Do Good,” features a group of real students from P.S. 153 in Harlem, New York, wearing Superdenim and performing Slick Rick’s 1989 single “Hey Young World,” from his debut album, “The Great Adventures of Slick Rick”.
According to the brand, which highlights that “Soaking jeans in baths to soften them and change their shade uses millions of liters of water each year,” its exclusive Washwell Denim process achieves the same results using 20% less water. Gap also states that every pair of jeans they make is part of the Water Quality Program, designed to ensure the water used to make the brand’s denim does not pollute local waterways. With 200,000 Washwell jeans made each year, Gap has saved more than 100 million liters of water since 2016.
Now, the brand is offering up to 50% off everything plus 20% off + free shipping to those using the code “everything.”