From G-Star Raw to the industry. To make the change all together
For G-Star Raw, sustainability is not only a condition for doing business, but a process of continuous improvement. It’s a combination of innovation and creation: it’s about designing for future. That’s why the brand is investing in sustainable and circular processes: to have the future-proofing denim, the tomorrow’s classics, ensuring quality while respecting people and the planet.
To this goal, G-Star introduces Cradle to Cradle Certified™ Gold Stretch denim fabric. C2C is the most rigorous certification in the world, critical to the next industrial revolution already on the way. By using sustainable innovation techniques only, G-Star seeks to contribute to positive change in the denim industry. Building on their fabric innovation, G-Star introduces range of fully certified Cradle to Cradle Gold denim products that don’t waste a drop of water and whose chemistry presents zero risk for people and planet. Organic cotton, a sustainable stretch fiber for ultimate comfort (consumers can make the difference without having to compromise on comfort!). These styles are 100% recyclable and made using 100% renewable energy.
And so, how to make the most sustainable jeans ever? Start by growing organic cotton (98%) without using pesticides and chemical fertilizers. Use Roica™ V550 (2%), the degradable premium stretch fiber (produced by the Japanese Asahi Kasei), equipped with the Gold Level Material Health Certificate of the Cradle to Cradle Products Innovation Institute. The Roica™ V550 yarn allows excellent and long-lasting printability with the relative advantages regarding the circular economy, not releasing harmful substances into the test environment according to the Hohenstein Environmental Compatibility certification. Choose washing techniques that don’t waste a drop of water. Use renewable energy, keep it simple and let nature dry your jeans to further save 85% energy. Add buttons, threads and labels that have no toxic chemicals, use responsible sourced label. Make each garment 100% recyclable.
2020 marks the year the denim brand further combines and scales its sustainability efforts, and these technologies have been already applied to their bestselling icons, like the 3301 jeans and jacket, D-Staq, Janeh, Kate, Tedie jeans and Scutar jacket.
We are living the dawn of a new era: washing techniques are now sustainable for people and the planet, the fibers used are organic – completely free of destructive toxic pesticides and chemical fertilizer. Even the label and each garment are now responsible sourced or recyclable.
We are entering a new era of ethics and responsibility where the knowledge is shared with all the denim industry to let everyone to make the change. Together, we can reach our common goal!