G-Star Raw is staying true to its DNA of being the first to market with new innovations with its Fall 2020 collection.
The Dutch denim brand partnered with Italian mill Candiani Denim to break new ground in regenerative ingredients. The fall collection debuts denim fabric made with the world’s first regenerative indigo dyeing concept, meaning that the waste from the indigo dyeing process is developed to function as a fertilizer for the agricultural industry.
Along with being circular, the fabric offers performance qualities for the consumer on the go. The Iken Superstretch O fabric features 97 percent organic cotton and 3 percent ROICA EF, a Global Recycled Standard Certified stretch yarn that is designed to keep your jeans in shape wear after wear.
The new denim fabric is available in five jean styles: the Airblaze, Lancet and D-Staq for men, and the Noxer and Kafey for women.
The indigo innovation build on G-Star Raw’s range of Cradle to Cradle Certified Gold stretch jeans, which the brand introduced earlier this year. All items are made from organic cotton combined with a sustainable stretch fiber, and use processes powered by renewable energy and a wastewater recycling system. The expanded line includes the new C-Staq jean for women and five existing styles in new washes.
G-Star is also applying its circular platform to new product categories.
Along with a sneaker made with 100 percent recycled cotton denim fabric, the Fall ’20 collection bows the brand’s first line of Cradle to Cradle Certified Gold T-shirts for women. The jersey constructions are made from 100 percent organic cotton and zero harmful chemicals throughout the entire production process.
The sustainable additions are a bright spot in the company’s otherwise tumultuous year. Like several of its big-name competitors, G-Star Raw resorted to company-wide layoffs due to the negative financial effects of the global pandemic. In July, G-Star’s U.S. retail arm filed for Chapter 11 bankruptcy, after the Australian branch filed as well. The company also saw some of its U.S. stores damaged and looted during the unrest that followed the death of George Floyd earlier this summer.
The brand, however, appears to be laser-focused on taking its sustainability initiatives to the next level.
The Fall ’20 collection is immediately available now in stores and online.
