Dutch denim brand G-Star Raw is renowned for its pioneering spirit. Its internal innovation laboratory has been implementing sustainable design practices for years now–in 2016, 80 per cent of its overall collection was crafted from cotton, and the brand was able to make 30 per cent of it with organic or recycled cotton material.
This year, G-Star is making even bigger gains, and has launched the most sustainable jean ever. Ever! They’re called the Elwood RFTPi and D-Staq RFTPi–Elwood and D-Staq for short–and they deserve every bit of bragging rights.
What makes this jean the most sustainable one ever? A few things. Okay, a lot of things.
First, it uses the cleanest indigo dyeing process in the world (often dyes end up back in the water systems where they’re manufactured), and 70 per cent less chemicals to achieve the blue hue than average denim does. The revolutionary denim also maintains sustainable washing techniques (less wasted water), is made with 100 per cent organic cotton and is 98 per cent recyclable, if, for some reason, you decide to send your jeans to a landfill. Even the buttons are made without toxic chemicals (who knew your average pair of jeans had potentially toxic material in the buttons!?).
“We have been working on this particular project for the past two years, but it’s taken a lot longer than that to get started and to find the right partners, the ones that would commit to accompany us every step along the way,” Frouke Bruinsma, who heads up the Corporate Responsibility department at G-Star, told Wallpaper.
G-Star’s new jeans were also awarded with the prestigious Gold Level certification from Cradle To Cradle Products Innovation Institute, a not-for-profit that acts as the barometer for sustainable practices in various industries. It’s the first and only denim company to ever receive this recognition for its jeans.
“We can all benefit from this,” said Frouke. “And hopefully, in time, each one of our products will be as sustainable as the Elwood jean.”
If you’re looking to better the world by making changes to your wardrobe, a pair of G-Stars’ new threads are a solid start, and you can shop the new collection (they retail for $220 CAD a pair) both in-stores and online.