Gap introduces organic cotton T-shirts

According to a recent press release, Gap introduced 100 percent organic cotton T-shirts for men in more than 500 Gap stores in North America. Organic cotton is grown without the use of synthetic pesticides and fertilizers that are harmful to the environment. Gap hopes to introduce other items made with organic cotton in the coming seasons, according to the release.

According to the release, “The shirts were introduced in response to growing customer demand and as a part of the company’s commitment to finding innovative, socially responsible ways to make its products.” In addition, Gap joined the Better Cotton Initiative (BCI) in 2005, which is aimed at promoting more sustainable cotton cultivation practices worldwide, according to the release.

Social responsibility is becoming a necessity for any organization in today’s world. Customers are requiring companies to be more proactive and socially responsible in both the company’s actions and the products and services it offers. Gap has already taken on Product RED, and now seeks to create organic cotton T-shirts in order to benefit both cotton farmers and the environment.

Is it necessary for every business/organization today to be socially responsible? It seems that customers are holding organizations more accountable than ever before for the way products are produced and the effects of production on the environment and society. This makes the work of public relations practitioners that much more important; it will be necessary to uphold the reputation and position of the company in the minds of the publics more than ever before. As the organization’s key publics become more socially aware, so must the organization. What actions will Gap take next in order to maintain the position of a socially responsible organization?