#MustHaveOfTheWeek! Iconic denim brand G-Star RAW launches its most sustainable jeans ever in partnership with Dystar, Artistic Milliners and Saitex. Born from its commitment to continuously challenge the conventions of denim design and lead the industry in sustainable innovation, G-Star RAW launches its most sustainable jean ever in S/S ’18, the G-Star Elwood RFTPi jean. Developed by analyzing each part of the denim design process and exploring how to reduce the environmental impact at every step, the G-Star Elwood RFTPi jean marks a milestone in sustainable denim manufacturing. In stores from today – 15/02/2018!
Almost everyone has a pair of jeans in their closet. As a key player in this market, G-Star RAW takes responsibility to lead by example in promoting sustainable denim innovation. Our new denim fabric and its revolutionary indigo process will become an open source for the rest of the industry to use. We would like to invite others to join us towards cleaner and more ethical denim production globally.
*Frouke Bruinsma, Corporate Responsibility Director of G-Star RAW.
Founded in 1989, G-Star RAW remains driven by a philosophy of “Just the Product”. With this dedication to quality and progress, the brand represents the forefront of the denim industry, producing pioneering products and rapidly growing into a global brand. Since inventing the ‘3D Denim’ approach to jeans construction in 1996, with the creation of the G-Star Elwood, G-Star now offers a wide range of apparel, accessories, footwear, and eyewear, alongside its jeans core. February 2016, G-Star RAW and Pharrell Williams announced their strategic partnership in which Pharrell Williams is co-owner of the jeans brand and titled ‘Head of Imagination’. Pharrell Williams is immersed in the company on many creative levels, from collections, to advertising and business strategy. www.instagram.com/gstarraw / www.g-star.com
How the G-Star Elwood RFTPi Jean was made:
1. G-Star partnered with its suppliers to develop the cleanest indigo dyeing process in the world – a world’s first. Working with DyStar and Artistic Milliners the cleanest indigo technology ever was formulated using 70% less chemicals, no salts and producing no salt by-product during the reduction and dyeing process, consequently saving water and leaving clean and recyclable water effluent.
2. The most sustainable washing techniques, responsibly made. G-Star worked with long-standing partner Saitex to make and wash the garments with their utmost care for people and environment. By employing sustainable technologies, good chemistry and renewable energies, 98% of the water will be recycled and re-used and the other 2% will be evaporated, leaving no water to be wasted or discharged into the local environment.
3. Only 100% organic cotton was used. Using cotton which is grown without synthetic fertilizers and toxic pesticides sustains and improves the health of soil, ecosystems and societies.
4. All other components not conducive to easy recycling were removed. G-Star removed all rivets and zippers and instead used eco-finished metal buttons. In addition, all labelling and carton packaging is responsibly sourced.
In pioneering these new means of production, while maintaining uncompromising dedication to quality and style, G-Star aims to be an instrument for change in the denim industry – leading the way for independents and other global brands alike. As a result, G-Star worked with its mill partner to certify the newly developed denim fabric. This fabric is the first denim ever to be Cradle to Cradle Certified™ at the Gold Level by the Cradle to Cradle Products Innovation Institute. G-Star and its mill partner created an open-source access to their most sustainable denim fabric development processes which now can be accessed through the Institute’s Fashion Positive Materials Library.
The G-Star Elwood RFTPi jean, together with its counterpart the D-Staq RFTPi denim jacket, will be available in stores and online from February 15th for both men and women.
Artistic Milliners is a vertical denim manufacturing company based out of Pakistan. Centered in its core values of quality, service, innovation and sustainability, they are the preferred choice of leading denim brands of the world. instagram.com/artisticmilliners
The DyStar Group is a leading dyestuff & chemical manufacturer and solution provider, offering customers across the globe a broad portfolio of colorants, specialty chemicals, and services. With a heritage of more than a century in product development and innovation for the textile industry, DyStar also caters to multiple sectors including the paints, coatings, paper and packaging industries. dystar.com
Saitex, being an eco-friendly denim manufacturer, is in the business of creating positive impact. The scope extends beyond the boundaries of the organization and integrates into the social structures of society and community. Environmentally conscious and financially viable Saitex has close to 4000 responsible associates who engineer the production of 5 million jeans a year through their 4 world class facilities in Vietnam.