Gap collection to help eliminate AIDS in Africa - sportstextiles: Lea SportsTextiles

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Gap collection to help eliminate AIDS in Africa

11/10/2006

Clothing and accessories retailer Gap, Inc. has introduced Gap (Product) Red—a new, limited collection for men and women designed to help eliminate AIDS in Africa. Half of the profits from sales from the collection will go to The Global Fund to finance programs that help women and children affected by HIV/AIDS in Africa.

Founded by Bono and Bobby Shriver, Red is an initiative that unites the private sector of business with the buying power of the public in an effort to generate a sustainable flow of private sector funds towards the fight against AIDS in Africa. RED is teaming up with some of the world's best known brands including Gap, Converse, Emporio Armani and Motorola to achieve this aim.

Gap, which first offered a line of Gap (Product) Red t-shirts in the UK earlier this year, has a five-year commitment to the initiative. The assortment of more than forty items includes t-shirts, skinny jeans with red stitching for women and leather jackets for men. A vintage-style t-shirt from the collection is being manufactured in Lesotho, Africa, from 100% African cotton.

To celebrate the launch a new advertising campaign has been introduced featuring images of Steven Spielberg, Penelope Cruz, Christy Turlington, Don Cheadle and Mary J. Blige photographed by photographer Annie Leibovitz.


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