“WEAR YOUR DENIM TILL THE END” G-Star RAW presents its new sustainable campaign

Our favourite denim brand G-Star RAW launched their new global campaign ‘Wear your denim till the end’ to call out to wear your denim longer. With this campaign, the brand points out to invest in quality and to take care of your jeans so you can enjoy them as long as possible. Next to this main message, they also highlight a few responsible initiatives as part of their Raw Responsibility strategy.


We believe in making denim that lasts a lifetime. Or even longer.

Raw denim gives you another look at every stage of life.
So embrace the wrinkles, the lines, the scars and the scuffs.
Think responsible. Wear your denim till the End.

The new G-Star campaign uses visual poetry and deep fake tech to show the beauty of the ageing process in both people and denim. A film with an unconventional message: wear your G-Star jeans for a lifetime or longer.

Denim becomes even more characteristic and unique in every stage of life. Because the brand strongly believes its denim could last a lifetime, G-Star launches a raw denim capsule collection with an extensive warranty.

Gwenda van Vliet, G-Star CMO: “Raw denim is at the core of our brand DNA. At G-Star, we embrace the ageing process of denim and we are proud of how we have been able to capture the beauty of this journey in our global brand campaign. We really see this as a call out to value your denim and wear it longer.”


Repairing, Reusing and Recycling 

On G-Star RAW’s journey towards circularity there are lots of exciting initiatives: – Certified Tailors: After a successful pilot phase in the Netherlands, G-Star is scaling up the Certified Tailors program. Now, offering free repairs to extend the life of your jeans at more tailors in The Netherlands, as well as in Germany, Belgium and South Africa. Global expansion is planned for 2022 and 2023. 

– Wear Longer, Wear Shorts: A new free-of-charge initiative as part of the Certified Tailors program that transforms old jeans into a brand-new pair of shorts to extend their life.  – Return Your Denim: Is your garment beyond repair? Hand it in at G-Star stores in Europe and they’ll make sure it is properly recycled. 

– The Art of RAW: A new art platform where international design talents – from interior designers to glass artists – are challenged to work with denim waste and dead stock. Old denim is transformed into one-of-a-kind art pieces, creating awareness for circularity. 

To ensure scalability of these circular efforts G-Star commits to 1.000.000 G-Star jeans to be reused,  repaired or recycled by 2030. 

G-Star presents its new Head of Sustainability

In her position as Head of Sustainability, Rebecka Sancho will further develop and drive G-Star’s sustainability strategy, in line with the denim brand’s strategic priorities. Some important sustainability focuses for the years to come are to increase the use of recycled, organic, bio-based and compostable materials to 100% by 2030, ensure discarded G-Star jeans are upcycled into new G-Star jeans, fundamentally reduce greenhouse gas emissions by 50% in 2030 and safeguard social conditions in the supply chain – amongst many others. Find her biography here.

Rebecka Sancho, Head of Sustainability G-Star: “Denim is for everyone and can be found in every wardrobe, which means that we can make a substantial impact by continuously applying sustainable innovations. I’m excited to join G-Star on this journey, where I’ve felt from the start, that sustainability is truly integrated into the overall vision of the company.”

Accelerating Organic Cotton

One of the brand’s goals and commitments is to use solely organic, recycled, bio-based and compostable materials by 2030 at the latest. Throughout this journey, G-Star has joined the Organic Cotton Accelerator to improve the livelihoods of farmers and increase the amount of organic cotton in global supply chains. As part of their commitment, G-Star has joined the OCA led multi-year project Textile in Transition.