Producing cotton for clothing has an incredibly negative environmental impact.  It can take more than 5,280 gallons of water to produce a single T-shirt and pair of jeans, and fresh water availability is steadily decreasing worldwide, as demand exceeds supply.  Agricultural water use is a significant culprit in the depletion of major aquifers. And, cotton uses approximately 25% of the world’s insecticides and more than 10% of the pesticides (55 million pounds sprayed on 12.8 million acres), and 2.03 billion pounds of synthetic fertilizers.

Seems like this is a pretty big business opportunity for companies like Gap (or an upstart), to make and market organic and sustainably created synthetic clothing, which is currently hard to find outside of the small clothing section of a Whole Foods store.  The marketing campaign can include public education, so the brand becomes known for something even more important than style. It becomes synonymous with an important environmental (and potentially also social) cause.