Cotton Incorporated has partnered with Gap Inc. on a charitable initiative called Cotton: From Blue to Green. Beginning today and running through March 14, consumers who visit one of about 1,000 participating Gap stores in North America and Puerto Rico can donate their old denim to be converted into UltraTouch Natural Cotton Fiber Insulation and given to needy communities. In return, they receive a 30 percent discount on new denim purchases. Since the Cotton: From Blue to Green program began five years ago, enough denim has been donated to create cotton fiber insulation for more than 540 homes, the companies said. This is the first time a retailer has conducted the denim drive.

This story first appeared in the March 5, 2010 issue of WWD.  Subscribe Today.