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Gap partners with UK garment aftercare brand Mr Black

Gap has partnered with Mr Black to launch a “Guide to Denim” film series in stores and online to educate consumers on the links between garment aftercare and sustainability.

Mr Black’s products, which prolong the life of clothes to reduce washing and water usage, will be available in 10 Gap stores in the UK and France.

The four-part film series, starring Mr Black founder Ash Black, explore topics ranging from denim production and water usage to aftercare, as well as Gap’s Clean Water Programme, which protects local water supplies through strict environmental standards.

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