Itself a force in sustainable denim, G-Star Raw unveiled a new collection that pays homage to the forces of nature.
Co-designed by multi-hyphenated model, influencer and entertainer Jaden Smith, the Forces of Nature collection is dedicated to the “beauty and power of nature.”
The collection was unveiled at Hypefest, the two-day streetwear and culture festival held in Brooklyn last weekend.
All of the styles in the collection have been engineered with sustainable materials and design innovations developed by G-Star Raw, including the first ever Cradle to Cradle Gold Level Certified denim fabric.
The collection is divided into three themes—Water, Earth and Eclipse—each distinguished by their own colorway and nature-inspired prints.
The indigo-rich Water group consists of 100 percent organic cotton and features the cleanest indigo technology, which uses 70 percent less chemicals, requires no salts and has no salt bi-product.
The Earth story’s ecru colorway is achieved by using only raw organic cotton and zero dye, making it highly sustainable and recyclable.
And the Eclipse group uses G-Star’s most sustainable black denim. By applying a specific dyeing technology, G-Star is saves 52 percent water, 65 percent energy, 71 percent CO2 and 14 percent chemicals, compared to conventional black denim.
In addition to patchwork denim, the Forces of Nature collection includes digitally printed graphic T-shirts also made with organic cotton.
Smith, who was welcomed into G-Star’s family of collaborators by the brand’s head of imagination Pharrell Williams in March, is an advocate for sustainable products. He’s an investor in JUST Water, a bottled water brand that uses bottles made from renewable plant resources.
“G-Star is at the forefront of denim and sustainable denim technology in fashion, which is why I wanted to collaborate with them. It’s thought out from the very beginning of the process, from the denim fabric to the dyes to the waters being reused and recycled, to the washes—all of these different things is what made me decide to be part of G-Star,” Smith said.