The Gap has teamed up with Cotton Incorporated on Cotton: From Blue to Green. Starting today and running through March 14, people can donate their old jeans to be converted into eco-friendly cotton insulation for the needy.
The five-year-old annual drive has converted old blue jeans into UltraTouch Natural Cotton Fiber Insulation for more than 540 homes, and this year, Gap will become the first retail sponsor of the event.
Shoppers who bring in their jeans will be rewarded for their contribution with a 30 percent coupon off a new denim purchase at the Gap. Helping to keep people safe and warm and in turn, getting a discount and, most importantly, coming to terms with the fact those "skinny" jeans (the old-fashioned definition) will never fit again - it's really a win-win situation.