'Recycle your blues'

GAP

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The Story

Gap wanted to raise awareness about the positive environmental and community impact of recycling by encouraging people to recycle their old jeans.

Solution

We worked with six young, emerging artists from the UAE and Kuwait to create unique denim-based art and pushed the message online with the help of bloggers. The created artwork was exhibited at the opening of the Gap flagship store at Dubai Mall.

The Results

3,300

pairs of jeans recycled

405

volunteer hours donated

2.4

tonnes of landfill saved

6

up-and-coming artists supported