sustainable denim

The G-Star people just informed us @Denimology about their newest capsule – sustainable and literally “down-to-earth” – read on!

G-Star continues to push the limits of product design, and innovates this season with a series of naturally-dyed jeans, colored with traceable dyestuff derived from recycled plants and nutshells.

Partnering with Archroma, the denim brand presents: EarthColors – a fresh and
sustainable approach to dyeing.

As part of its mission to lead the industry by example and bring sustainable solutions to the table, G-Star collaborates with Archroma, the global leader in the textile industry, specialized in color solutions while respecting our planet.

The result of the collaboration is an array of colored jeans, dyed with recycled agricultural waste. Traceable from earth to product, EarthColors by Archroma are made from 70 to 100% natural colors coming from different types of recycled plants, such as: olives, rosemary, and non-edible nutshells, and almonds, among others. No land is required to grow EarthColors and only inedible parts are used, leaving the rest of the product available for food consumption.

Dyes are designed for optimal performance with ozone and laser finishing technologies.

“As denim innovators we’re always striving to challenge conventions – both in terms of style and future-proof processes. The introduction of EarthColors into G-Star’s jeans collection represents a successful collaboration with Archroma and the embodiment of our sustainable mindset, which guides our product design from start to finish.” says Frouke Bruinsma, Corporate Responsibility Director of G-Star RAW.

EarthColors come this season in 5620 Staq mid skinny for women and in 5620 3D super slim for men.

The jeans are available on the G-Star website and in their stores worldwide. You can also shop for G-Star jeans at ASOS.

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