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G-Star Raw Unveils Second Collection Dyed With Archroma’s EarthColors

G-Star Raw launched Dyed by Nature this week, a new collection made with Archroma’s EarthColors, a line of dye derived from upcycled saw palmetto leaf leftovers and beetroot food waste.

The Dyed by Nature collection offers three new earthy colorways like rose and moss green across a range of fall basics for men and women. The sustainable dyes are combined with eco-friendly fabrications such as organic cotton, recycled cotton and Tencel. Items include jeans, denim jackets, T-shirts and sweatshirts.

The brand communicates the sustainable attributes of each garment through messaging that mimics food labeling.

Dyed by Nature is another example of G-Star’s 30 years of dedication to sustainability and innovation. G-Star was the world’s first denim brand to collaborate with Archroma and create a collection of plant-based dyed jeans in 2017.

Archroma’s EarthColors creates a natural color palette for cellulosic based fibers like cotton, viscose and linen. The Bluesign and GOTS approved dyes are traceable, require less water compared to conventional synthetic dyes and use 100 percent of the raw material, meaning waste management is built into its own production.

EarthColors production

EarthColors production

And notably, the dyes contribute to a circular economy—an area of focus for G-Star that culminated with the 2018 launch of its “Most Sustainable Jean Ever” made with the first Cradle to Cradle Certified Gold denim fabric. At Kingpins Transformers in New York last month, Adriana Galijasevic, G-Star Raw’s denim and sustainability expert, reported that the brand plans to roll out a stretch version of the circular jeans in October.

With its roster of innovations designed specifically for denim, Archroma is a long-time supplier to G-star. The color and specialty chemicals company recently launched Diresul Smartdenim Blue, a coloration system that behaves like indigo, with a “more sustainable and efficient application process” compared to the real thing.

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