G-Star RAW launched a new sustainable capsule, which is dyed using naturally sourced colour pigments. The collection consists of forest greens, volcanic pinks and desert yellows for both men and women. Japanese, multi-faceted talent and environmentalist Rola is the face of the campaign.
Reinventing the dye
The technique of transforming naturally sourced colour pigments with rich hues into dyes has been a common historical practice for centuries. For example, renaissance painters used these natural dyes for their art. For this capsule, G-Star dyes the garments with pigments extracted from sources like volcanic rocks and soil. This technique has a very low environmental impact with not only the colouring materials being naturally sourced but the denim is dyed using cold water instead of the conventional way of using warm water with a much higher use of energy.
Cradle to Cradle Certified® Gold denim
Not only is the denim naturally dyed, but the fabric itself is also responsible. The denim is made from 75% regenerative cotton and 25% recycled cotton, recognized by the Cradle-to-Cradle Products Innovation Institute and awarded a C2C Certified® Gold rating. This rating is based on the assessment of multiple levels of responsibility. Ensuring the safety of the materials for humans and environment, enabling a circular economy, generating clean energy, safeguarding natural resources, and embracing fair labour practices. Making this capsule collection a positive step towards responsible fashion.
Rola
Rola (Tokyo, 1990) is known as a model, tv personality, actress and singer. The Japanese talent is an outspoken advocate of environmentalism and sustainability topics. Her motto is ‘Start doing things that are friendly to both the earth and people.’ This makes Rola a great fit to be the face of this campaign where common responsible values naturally come together.
The Dyed by Minerals collection is available in-store and on g-star.com
