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The Green Life: Denim's Con-jean-ial Future

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October 12, 2010

Denim's Con-jean-ial Future

IStock_000005478285XSmall As we learned in the '80s, denim's versatility is truly endless. It can be made into pants, shorts, a sweet jacket, and almost any other clothing item.

Indeed, denim helped define an era and withstood the whims of fickle fashionistas. It was large. It was in charge. It was ripped on purpose, whitewashed, acid-washed, and darkened. It even adorned Olympic athletes. It was denim.  And it was holding all the cards.

Even today, denim contributes to the shattering of conventions and the wardrobes of our most valuable citizens

Assuredly, denim has a place in our future, and Gap is prepared to once again evolve its precious resource into yet another example of the innovations of humankind. 

The Recycled Denim Challenge asks you to rethink your denim stash and rescue it from "wardrobe purgatory" in the back of your closet. Instead, Gap wants to see what you can make out of that ill-fitting pair of jeans, or that jacket that's been hanging on the coat rack for the last two autumns.

Morph your pants into a handbag, or your overalls into a seat cover. However you see your denim evolving into the next stage of humanity, Gap is asking you to share it. Who cares?  It's denim. It'll still be in style by the turn of the next millennium.

The most creative entries will be finalists for a $200 Gap gift certificate and have their creation featured on eco-friendly fashion sites Ecotourre, Inhabitat, and Gap 1969 Stream.

--Justin Klugh


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