G-Star Raw campaign urges consumers to ‘wear their denim to the end’ – Sourcing Journal

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G-Star Raw wants consumers to “wear their denim to the end”.

The Dutch clothing brand named after its raw denim has embarked on a sustainability campaign that encourages shoppers to accept the fading and flaws that show up after years of wear. A video made with deepfake technology shows how the character of denim deepens throughout its life cycle, developing a personalized patina unique to its wearer.

“Raw denim is at the core of our brand DNA,” said Gwenda van Vliet, Chief Marketing Officer of G-Star Raw. “We embrace the aging process of denim and are proud of how we were able to capture the beauty of this journey.”

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The campaign comes as G-Star has invested in initiatives to extend the useful life of denim. It curated a capsule collection of its most eco-friendly styles, offering a lifetime warranty that includes in-house repair and recycling options. After a trial in the Netherlands, the company is expanding its Certified Tailors free repair program to Germany, Belgium and South Africa, with plans for global expansion through 2023. A new component enables consumers to turn their jeans into shorts.

G-Star has also launched a take-back program in European retail stores. Denim garments are either recycled by a third party or intended for creative uses. The Art of Raw, a new design platform for international creatives, challenges artisans to use denim scraps and unused fabrics, turning them into works of art including ceramics and ceramics. glassware. G-Star Raw has pledged to reuse, repair or recycle 1 million pairs of jeans by 2030 through these programs.

The company also offers more detailed information about the sustainability profile of its jeans online. Every pair of jeans on the G-Star Raw e-commerce site now has a Responsible Materials Rating, which breaks down their fabric composition and the environmental impact of their fibers. The ranking system was developed using the Higg Materials Sustainability Index (MSI), Cradle to Cradle standards, Textile Exchange’s Preferred Material Benchmark and other industry tools. The brand’s low-impact products include recycled and organic cotton, recycled polyester, Tencel lyocell and modal.

G-Star Raw will transition to fully recycled, organic, bio-based and compostable manufacturing by 2030.

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The brand aims to accelerate its use of preferred materials over the next eight years. By 2030, G-Star Raw said it will shift entirely to organic, recycled, bio-based and compostable manufacturing. A partnership with the Organic Cotton Accelerator (OCA), which supports the scaling up of organic cotton farming, will help the brand achieve these goals and provide traceability and transparency to its cotton supply chain.

Rebecka Sancho, who joined G-Star Raw as head of sustainability in March, said the company aims to have “substantial impact by continuously applying sustainable innovations,” from materials to end-of-life solutions. . These programs will help G-Star achieve its goal of halving its greenhouse gas emissions by 2030, she said.

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