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G-Star Raw’s New Exhibit Celebrates the Art of Sustainable Denim

A new exhibit celebrates the art of sustainable denim.

In honor of Earth Day, Dutch denim brand G-Star Raw and creative agency The Visionary Lab teamed on a creative display of photography depicting denim in various forms. The 2021 “Denim for Earth” exhibition showcases couture denim created by artists and fashion designers inspired by G-Star’s innovations in circular denim, which most recently includes its Cradle to Cradle (C2C) Gold certified black denim.

Featured artists include Karim Adduchi, Charlotte Bakkenes, Yuki Isshiki, Yulia Ivanova, Bagua Jody, Majid Karrouch, Ferry Schiffelers and Tess van Zalinge, all of whom worked with 100 percent recyclable denim fabrics and waste supplied by G-Star. Each used sustainable techniques such as the Japanese Sakiori method of quilting with upcycled fabrics and natural plant-based dyeing, along with G-Star’s water-saving washing methods, to develop their creations.

Photographed by photographer Wendelien Daan, standout designs include a denim bow mini tube dress featuring a series of cascading Sakiori bowties, and a regal headpiece made of rolled denim scraps.

G-Star Raw and The Visionary Lab teamed on “Denim for Earth,” a creative display of photography depicting denim in various forms.
Denim For Earth Courtesy

The exhibit is open at Rembrandt Square in Amsterdam from April 22 through May 9, with an enhanced augmented reality experience developed by artist Irma de Vries and compatible with the Moco-Play app. The exhibit can also be viewed digitally through the Moco Museum’s online gallery at

“Denim for Earth” follows a similar project last year in which G-Star commissioned artists and designers to create one-off pieces using denim waste materials.

Denim has been the subject of creative displays in the past. Artist Ian Berry often uses the material in his work, and last year worked with Italian denim finishing company and longtime partner Tonello on a secret denim garden at San Francisco’s historic Flower Mart. His artwork has also been featured in a special exhibit within the Levi Strauss Museum in Buttenheim, Germany.

As the climate crisis escalates, the denim industry seeks new ways to drive change. Last year, denim strategist Valentino Vettori launched Arcadia Earth, an exhibit featuring educational, interactive installations from 12 environmental artists that used upcycled materials and reusable elements to highlight the need for sustainability.