Washwell

Gap has long prided themselves on their ethical commitment to both the environment and their workforce, which has seen the brand endorsed by celebrities from Whoopi Goldberg to Spike Lee.

Soaking jeans in baths to soften them and change their colour shade uses millions of litres of water each year, but it doesn’t have to. Although water use is essential to all businesses and organisations, by wasting water a business can contribute to water scarcity locally, nationally and even globally.


Water scarcity has direct knock-on effects, and not just for drinking water supplies. Food production can also be affected, while landscapes can be irrevocably altered and degraded without adequate water. Extracting too much water from underground reserves can also be damaging. Water tables can fall to levels where they are not recovered with rainfall.

In fact, any use of water can affect local water quality. This makes the process of cleaning and purifying water more difficult, requiring more energy to boot. For this reason, there are strict guidelines on how, where and when discharges into water courses can be made.

Ever conscious of the effects of water use, Gap has pioneered an exclusive Washwell™ Denim process, which can achieve the same results by using 20% less water. The result – your jeans look and feel great. And you will, too, especially with the knowledge that you’ve helped the planet.

Water quality is Gap’s focus on every pair of trousers, and every piece of denim they produce. Every pair of jeans we make forms part of our Water Quality Program, designed to ensure the water used in making our denim does not pollute local waterways.

It couldn’t be simpler: we dye and wash every pair of our jeans. That’s what makes your blue jeans blue. Before the water used in the washing process leaves the factory, it’s treated to remove any residue from manufacturing.
Simple, clean and effective – environmental protection needn’t be difficult or time-consuming.