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product sustainability

Gant is latest brand to launch products made from recycled plastics

Gant Beacons Project
Gant Beacons Project

Lifestyle brand Gant is launching a line of shirts made out of recycled polyester-fibres gathered from the ocean under its new “Gant Beacons Project”.

The collection is the latest initiative by the brand in its ongoing commitment to build a more sustainable business. It follows numerous others from the world of fashion and sport introducing recycled plastics into their products, led by the likes of adidas working with Parley for the Oceans.

In this case, Gant employed Mediterranean fishermen to help gather and remove some of the estimated 165 million tons of plastic floating in the sea. This was then used to produce an upcycled polyester in partnership with fiber brand Seaquel.

As Brian Grevy, CMO at Gant, said: “Through the Gant Beacons Project, we launched a completely new process for creating beautiful products via a conscious, sustainable approach, which will grow and evolve with time. We do everything we can to ensure we take responsibility and do what we can to make the planet even better because the ocean belongs to everyone after all.”

A statement on the website, adds: “We believe this conscious, sustainable approach to designing beautiful products is the future of good business.”

To make the resulting Tech Prep line shirts comfortable for the wearer, Gant used a cotton blend and classic weaving, as well as adding breathability, wicking and quick-drying properties. The shirt buttons and packaging were made from recycled plastics as well.

The shirts, which are now available online, come in a variety of styles and colors for both men and women.

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What you missed: Burberry’s ARkit, AI transforming Shop Direct, Stella McCartney and The RealReal

Burberry's new ARkit integration
Burberry’s new ARkit integration

A round-up of everything you might have missed in relevant fashion business, digital comms and tech industry news over the past fortnight.


TOP STORIES
  • Burberry turns to Apple for augmented-reality fashion app [Bloomberg]
  • AI will transform every retailer, says Shop Direct boss [Drapers]
  • Stella McCartney wants you to resell her goods in new partnership with The RealReal [Fashionista]
  • Could kelp be the future of sustainable fashion? [Observer]

BUSINESS
  • Direct to consumer brands vs commodities: who will prevail? [LooseThreads]
  • Decoding Chanel’s Gen-Z strategy [BoF]
  • More luxury stores closed in China over the last year than in any other country [Jing Daily]

SOCIAL MEDIA
  • Target will begin incorporating Pinterest’s Lens visual search technology [AdWeek]
  • John Lewis pioneers Facebook’s 360 shoppable ad [Campaign]
  • Dior debuts Weibo story, stays in lead with Chinese millennials [Jing Daily]
  • Inside Birchbox’s 40-person social media war room [Glossy]
  • Snapchat debuts Sponsored 3D World Lenses at Advertising Week New York [The Drum]

MARKETING
  • Gant to launch ‘Couple Thinkers’ TV show on YouTube [Fashion Network]
  • Nas brings street cred to effortlessly cool animated ads for Timberland [AdWeek]
  • Why United Colors of Benetton is parting with catwalk convention to showcase its brand DNA [The Drum]
  • Fashion brands still succumbing to the high-priced artsy film [Glossy]

RETAIL & E-COMMERCE
  • Patagonia has launched its own online thrift store [PSFK]
  • New Macy’s loyalty program nudges customers to spend more [Retail Dive]
  • Uniqlo’s retail empire embarks on a digital revolution [Nikkei]

TECHNOLOGY
  • AR is now a must-have in retail [Business Insider]
  • A way to repeatedly recycle polyester has just been discovered [Eco-Business]
  • These high-tech knitting machines will soon be making car parts [Bloomberg]
  • Fashion’s future may rest on an old technology: glue [Fast Company]
  • Modiface is becoming the go-to provider of augmented reality to beauty brands [Glossy]

PRODUCT
  • Google and Levi’s ‘connected’ jacket is now on sale [TechCrunch]
  • To make a new kind of shoe, adidas had to change everything [Wired]
  • How these female engineers reinvented the bra [Fast Company]

START-UPS
  • With lab-grown leather, Modern Meadow is engineering a fashion revolution [BoF]
  • Amazon has acquired 3D body model startup, Body Labs, for $50M-$70M [TechCrunch]
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Gant spoofs the GIF format in new menswear performance campaign

Gant's Never Not Comfortable campaign touting its new Tech Prep line
Gant’s Never Not Comfortable campaign touting its new Tech Prep line

US lifestyle brand Gant has launched a campaign touting its new Tech Prep moisture management technology within its classically preppy garments.

The “Never Not Comfortable” ads aim to demonstrate the fact the line is made for performance without compromising on style. Developed by agency Highfield, it’s a social-first, multichannel campaign that highlights uncomfortable scenarios its men are able to seamlessly move from.

Central to that is the fact it has spoofed the GIF format to demonstrate it. The men are seemingly caught in awkward situations on a loop as per the classic GIF, but are then able to walk out thanks to their Tech Prep shirts.



“The clothes we wear today are not designed for the active lifestyle we are living – that’s why we created the Tech Prep feature. You get your favorite preppy look, never compromising on style, comfort or the hand-feel of the shirt, but with all the tech features that enables you to jump straight from your bike into a meeting feeling,” says Gant CMO Brian Grevy.

?“For such an innovative product launch, there was no other way than to create a global social media-first campaign unlike anything our consumers have seen before. The idea of spoofing the GIF and cinemagraphic format is something we believe will create attention and interest around both the brand message and the product itself,” says Eleonore Säll, ?global brand marketing director at Gant.

Gant's Never Not Comfortable campaign touting its new Tech Prep line
Gant’s Never Not Comfortable campaign touting its new Tech Prep line

Beyond the spoof GIFs (or videos), the campaign also appears in print, OOH, across digital and social, through influencer content and in-store. It’s targeting “active, well-dressed men” between the ages of 25-45.

Tech Prep is a high-performing microfibre polyester, which supports three key features for the wearer: quick drying, breathable and moisture wicking. It currently comes in a chambray shirt, check shirt and blue stripe shirt, with plans to extend it across further lines in the future.