While Gap isn't a classic fast fashion brand in the same vein as Shein or Zara, it exhibits enough characteristics to be considered a fast-fashion-adjacent brand. It has made some public commitments to improving its ethics and sustainability, but it falls short on critical issues like paying living wages and tackling overproduction.
Ultimately, Gap's high volume, trend-responsiveness, and persistent supply chain issues place it on the less sustainable end of the apparel spectrum. Here's what you need to know about Gap's practices:
Gap's business model occupies a middle ground, it invests more in timeless basics than pure-play fast fashion brands but still relies on high volume, competitive pricing, and frequent product drops to drive sales.
Gap has established public policies and audits aimed at improving labor conditions, but a significant gap exists between its stated goals and the reality for many workers in its supply chain.
Gap has a supplier code of conduct and claims to conduct over 1,000 factory audits annually. However, investigations continue to expose poor working conditions. In supplier factories in Bangladesh, for example, workers have been documented earning around $180 per month, far below the regional living wage estimate of $250–$350. Reports of excessive overtime, with weeks often exceeding 60 hours, are also persistent.
Transparency is limited. While Gap publishes a list of its Tier 1 (final assembly) factories, it provides little to no information about its Tier 2 (fabric mills) or Tier 3 (raw material) suppliers. This lack of visibility makes it difficult to verify ethical and environmental practices throughout the entire production process, particularly concerning subcontractor oversight.
The brand uses animal-derived materials like leather, wool, and down. Gap states it sources leather from tanneries certified by the Leather Working Group and wool from suppliers compliant with the Responsible Wool Standard. However, it does not have an explicit policy banning animal testing or comprehensive animal welfare certifications across all its product lines.
Gap has set some encouraging public goals for sustainability, but its progress is hampered by its high production volume, reliance on conventional materials, and lackluster circularity programs.
Gap is making some progress here, sourcing approximately 62% of its fibers from certified sustainable sources like BCI cotton or GRS polyester. The brand has set a goal to use 100% sustainable cotton by 2025, but it currently sits at about 40%. While the use of recycled polyester is growing (around 20% of its polyester), the vast majority of synthetic fibers used are still virgin, resource-intensive materials.
Gap is a signatory of the Zero Discharge of Hazardous Chemicals (ZDHC) initiative, which aims to reduce chemical pollution in wastewater. The company has also set science-based targets aiming for 100% renewable energy in its own facilities by 2030 and carbon neutrality in its operations by 2040. However, progress is ongoing, and the immense environmental footprint of producing millions of garments largely negates these operational improvements.
Circularity remains a major weakness for Gap. The company has introduced limited "Take Back" programs in some stores, but participation is low and it lacks a scalable system to recycle old garments into new ones. Overproduction is a significant issue, with unsold inventory often leading to huge amounts of textile waste that is not effectively managed.
Gap's efforts feel like taking one step forward and two steps back. Sustainability initiatives and ethical policies are undermined by a business model that prioritizes volume and low costs over genuine planetary and human well-being.
Gap earns a B- for establishing extensive audit programs and a public supplier code of conduct. However, this grade is held back by persistent, credible reports of workers being paid less than a living wage, excessive overtime, and an overall lack of transparency beyond Tier 1 suppliers. Its efforts are commendable but not yet comprehensive enough to ensure ethical treatment for all workers in its supply chain.
For sustainability, Gap gets a C+. The brand receives points for its public goals around emission reductions and increasing its use of certified sustainable cotton and recycled fibers. However, it loses significant points for the core issue of its business model - overproduction - and for its inadequate circularity programs that fail to manage garment end-of-life waste effectively.
If you're looking for affordable basics and casual wear from brands with a stronger commitment to ethics and the environment, consider these alternatives:
Everlane offers modern, minimalist basics with a focus on "radical transparency," publishing details about its factories and production costs. The brand uses a high percentage of sustainable materials, including organic cotton and recycled fabrics, and has made significant commitments to reducing its carbon footprint.
Shop now at everlane.com
As a certified B Corp, Tentree puts its mission first, planting ten trees for every item sold. Its casual wear is made almost exclusively from sustainable materials like Tencel, recycled polyester, and organic cotton, all within a transparent supply chain that ensures fair labor.
Shop now at tentree.com
Another certified B Corp, Kotn produces high-quality wardrobe staples from authentic Egyptian cotton. The brand works directly with raw material farmers in Egypt, ensuring fair prices and safe conditions while building schools in their communities with a portion of its proceeds.
Shop now at kotn.com
A leader in the sustainable apparel space, Patagonia offers durable outdoor and everyday wear. It is a B Corp and 1% for the Planet member, uses a high percentage of recycled materials, guarantees Fair Trade Certified production for much of its line, and offers lifetime repairs to combat overuse.
Shop now at patagonia.com
A true pioneer in ethical fashion, People Tree is guaranteed Fair Trade throughout its supply chain. The brand uses 100% organic cotton and other sustainable materials, supports artisan communities, and follows strict environmental standards, offering unique, ethically-made wardrobe pieces.
Shop now at peopletree.co.uk
Gap is attempting to improve by conducting audits and having a supplier code of conduct. However, progress is slow, and critics argue that these measures are insufficient without a firm commitment to paying living wages and ensuring complete transparency of its multi-tiered supply chain.
Like many large retailers, Gap struggles with overproduction and unsold inventory. While the company reports efforts to donate or recycle excess stock, a significant amount still contributes to textile waste, as its systems are not yet built for full circularity. This overproduction remains one of its biggest sustainability challenges.
No, all brands under Gap Inc. - including Old Navy, Banana Republic, and Athleta - share the same supply chain, ethical policies, and sustainability goals. Therefore, they face the same shortcomings regarding labor rights, transparency, and overproduction despite having different branding and price points.
