It’s been all about vintage and refurbished vintage jeans for the last few years, and G-Star RAW just joined this undeniable super cool trend. They’ve picked some of their most beloved denims from their archives, modernized them and added some details.
And, it’s not only about rad jeans and jackets, but it’s also about being sustainable – read on to know more about this capsule collection:
Presenting the next step in sustainable denim design, G-Star RAW introduces a range of stretch denim icons for spring ’20 – designed for re-use. By scaling its circular offer and presenting a responsible choice that is both comfortable and stylish, the denim brand enables consumers to make a difference without having to compromise.
Each one of these icons is made from organic cotton, accompanied by a sustainable stretch fiber for ultimate comfort. Only renewable energy is used to create these items and zero harmful chemicals are applied through the entire production process. This includes the indigo dyeing, making and washing of the garments. In addition, not a single drop of water is wasted during the wash process. Finally, these items are 100% recyclable, allowing for endless upcycling of your jeans and resulting in the highest denim product certification yet issued by the Cradle to Cradle™ Product Innovation Institute. This leading institute on circular design applies the most rigorous certification process in the world.
By using each sustainable innovation as a building block for the next – and making these technologies openly accessible – G-Star seeks to contribute to positive change in the denim industry. After launching several denim capsules incorporating most, but not all of the aforementioned innovations, 2020 marks the year the denim brand further combines and scales its sustainability efforts. All these technologies have now been applied to their bestselling icons: 3301 jeans and jacket, D-Staq, Janeh, Kate, Tedie jeans, and Scutar jacket. (see images below)
G-Star RAW realizes the importance of collaboration, not only with the longstanding partners that were involved in creating these icons – DyStar, Saitex and Artistic Milliners -, but also with their consumers. G-Star invites them to join its sustainability journey by creating awareness for ways in which everyone can make a difference. Via their website, social media accounts and on-product, G-Star encourages customers to take good care of their garments and to part with them responsibly.
To date, the percentage of sustainable materials in the G-Star collections has grown from 1% in 2011 to 90% in 2020.