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If any brand could take waste and make it look cool, it’s probably G-Star RAW.
The latest innovation installation from the Dutch designer clothing company is a partnership with color solutions and chemicals company Archroma—dyeing denim with dyestuffs made from recycled plants and nutshells.
The effort is just G-Star’s latest in its commitment to both the philosophy, “Just the Product,” and to making more sustainable products.
“G-Star is very focused on the constant reinvention of denim craftsmanship to create tomorrow’s classics,” the company’s resident denim sustainability expert Adriana Galijasevic, said. “We continuously push the boundaries and investigate new materials, styles and fits. Our design ethos starts with taking responsibility for the social and environmental impact of our products and we take this very seriously.”
The capsule collection with Archroma, dubbed EarthColors, is all dyed using recycled agricultural waste. The line gets its name because it’s made with 70 to 100 percent natural colors, generated from things like olives, rosemary, non-edible nutshells and almonds.
Adding to the minimized impact of the product, there’s no land required in order to produce EarthColors and food consumption is unaffected since only the non-edible parts of the plants are used. They are receptive to ozone and laser finishing technologies which also mean that the dyes are designed for optimal performance.
“As denim innovators we’re always striving to challenge conventions—both in terms of style and future-proof processes,” G-Star corporate responsibility director Frouke Bruinsma, said. “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.”
Six EarthColors skus hit stores Nov. 1, the 5620 Elwood Staq 3D Mid Waist Skinny for women in three colors, and the 5620 Elwood 3d Super Slim for men in three colors.
In a quick Q&A with Carved in Blue, G-Star’s Galijasevic talked about her longest owned denim item, “a 1960s denim jacket, which I bought in NYC at the Grand Bazaar in 1999, but was unfortunately stolen a couple of years ago,” she said.
More fortunately, Galijasevic said Carved in Blue has served as a resource.
“It’s my quick stop for valuable information and inspiration on denim and beyond,” she said.