Morgane Le Caer | 04.06.18 | Technology
Gant Launches New Initiative With Beacons Project
American clothing brand GANT is the latest to launch a sustainable initiative to tackle the problem of plastic waste in oceans. Beacons Project was unveiled by the brand this week with a capsule collection of shirts for men and women. Designed in collaboration with SEQUAL, a company that upcycles plastics from the sea into fibers, the shirts feature Tech Prep, a technology developed by GANT that supports an active lifestyle.
Available now at GANT stores and online, the shirts are made from a smart fabric that’s a blend of cotton and other fibers derived from the upcycled plastic. The result is a lightweight fabric that lets air flow in and out, meaning the shirts are breathable, dry quickly and wick moisture all at once.
Key pieces in the collection include the TP Bio Oxford Popover Shirt (which is available in three colors) and TP Bio Chambray Shirt for women, while for men, the TP Bio Indigo Chambray and TP Bio Chambray Shirt are noted as standout items by the brand. Like the rest of the GANT collection, the shirt capsule from the Beacons Project stays true to the brand’s classic American style.
Brian Grevy, Chief Marketing Officer at GANT, says, “Through GANT Beacons Project we are launching an entirely new process of creating beautiful products with a conscious, sustainable approach, which will further grow and evolve over time. We’re determined to take responsibility and to do our part to make our planet better, because the ocean’s business is everyone’s business.”
With the Beacons Project, GANT is aiming to reduce the 165 million tonnes of plastic waste that currently pollute the world’s oceans. To do so, the brand has partnered with fishermen in the Mediterranean to remove waste from the sea. Aside from the Beacons Project, GANT is also partnered with the Waterkeeper Alliance, a non-profit organization that promotes clean water by protecting drinkable, fishable and swimmable bodies of water around the world. GANT makes an annual charitable contribution to the organization to support its mission.
GANT Beacons Project launched on April 3 with the Tech Prep shirts that are available online and in stores now.