Fashion retailer Gant has launched the Beacons Project, in which it transforms discarded plastic floating in the Mediterranean into premium shirts.
The project is a partnership with fishermen who will remove plastic bottles, straws, and bags to create yarn, buttons and special Tech Prep fabric for Gant’s ground-breaking range of shirts.
It worked alongside Seaqual on the project, which developed the technology which transforms plastic waste into quality clothing.
“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,” chief marketing officer Brian Grevy said.
“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.”
It forms part of Gant’s wider sustainability drive, which has also seen it partner with Waterkeeper Alliance, which aims to protect the ocean from pollution.
Its Tech Prep range starts at £110 and offers both menswear and womenswear.