Clothing retailer Gap Inc., long suffering from stagnant sales, has seen its fortunes looking up lately as the company increasingly leverages social and environmental awareness programs to appeal to its young and progressive clientele. Gap recently received 270,000 pairs of old jeans that it will turn into insulation for homes. In return, everyone who supported the project was handed a 30 percent discount on a new pair of "1969 Premium Jeans" from the Gap. "The donated denim will be converted into UltraTouch™ Natural Cotton Fiber housing insulation for 500 homes in underserved communities and for special projects," according to a recent Gap company statement. In April 2010, Gap was awarded the 2010 Social Innovation Award. Around 100 firms were part of this two-year program and 11 top winners won based on developing innovative programs that focus on social responsibility in society.