As a longtime innovator in sustainability, Gildan stands out as a force for progress in an apparel industry that has come under scrutiny for making sustainability claims that don’t always stack up.
Hoping to develop a narrative that celebrates their longstanding ESG work while inspiring their team and others in the wider industry, Gildan tapped strategic and creative consultancy Matter Unlimited to create “Gildan Made with Respect” – a global ESG campaign highlighting more than two decades of the Company’s responsible apparel manufacturing practices.
The campaign takes an in-depth look at Gildan’s decades-long sustainability efforts showcasing the incredible initiatives and surfacing the human stories behind the statistics that demonstrate how the Company has led the way in “respect”: for the environment, people, circularity, communities, and transparency. The multi-platform campaign launched with an anthem film and will be followed by a documentary series that will tell the stories of Gildan employees and the Company’s innovative approach to sustainability.
In Gildan, Matter found an experienced partner with an equally passionate belief in the power of brands to do good. “Many apparel companies are ‘talking the talk’ of sustainable action but not making meaningful strides when it comes to ‘walking the walk,’” says Matter Unlimited’s Creative Director, MJ Deery.
“Gildan believes that actions should always speak louder than words. They also have a unique position because of the high level of vertical integration of their supply chain, providing them with direct control and the ability to influence almost every aspect of the production process from sourcing raw materials to final product,” Deery adds.
“Telling this story means highlighting Gildan’s past successes and plans for the future in a way that acknowledges the realities of their goals and retains the humility and down-to-earth nature of their brand,” explains Matter Unlimited Managing Partner, Alexandra Gordon. “Everyone at Gildan has been extremely invested, and we have the support, attention and partnership of leaders across the business at every step. We’re proud of Gildan Made with Respect™ and look forward to revealing the diverse stories of progress and innovation that will continue to be created, following the high standards Gildan sets for itself and the industry.”
Learn more about the Gildan Made with Respect™ campaign here.