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Their website has an sustainability tracker above every page.

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Their website has an sustainability tracker above every page.

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Though they have a similar industrial vibe, the United by Blue stores also resemble museums or meeting places more than just a stocked retail shop.

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United by Blue is a clothing company founded in 2010 that is dedicated to sustainability, economic responsibility, and environmental action. United by Blue emphasizes this in their marketing and advertising, uses their stores as meeting places for watershed cleanup clubs, and promises that each product the consumer purchases from them results in a pound of plastic being removed from the environment. They are the opposite of fast fashion because their products are designed to last and also have a lifetime guarantee. They project an image of great corporate responsibility for the process by which their products are made, packaged, and distributed.

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Sustainability statement from Old Navy’s website

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Sustainability statement from Old Navy’s website

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The site does not explain much about the Imagine initiative...

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Old Navy as Theory X

Old Navy as a company is reflective of McGregor’s Theory X. The design of the stores is made to encourage a feel for wholesale and basic consumerism. Opened in 1994 by Gap Inc, Old Navy’s corporate culture focuses on basic fast fashion staples for the family. In 2021 terms, many corporate cultures have begun to reflect social issues and sustainability concerns based on consumer concerns. While Old Navy’s website has a small space dedicated to their concerns regarding the Black Lives Matter movement, as reflected on their Instagram account, and a brief section on sustainability, overall it is very basic, non-political, and focused on making secure, conforming clothing rather than bold statements.

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Old Navy designs its stores to be as easy to shop as possible with color coded layouts and a guided path through the store to the try-on room and checkout which is loaded with impulse items, like a grocery store.