The brand unveiled in New York City Tuesday the world’s first Cradle to Cradle certified gold stretch denim fabric, featuring 2 percent of the degradable stretch fiber, Roica V550. The fiber holds a gold material health certificate from the C2C Products Innovation Institute.
Available in G-Star Raw stores and online, the Kir Stretch Denim O Collection consists of 11 denim styles, including the introduction of two new silhouettes, the Kilcot Straight Tapered for men and the Joci 3D Slim for women. The collection also offers a jean with G-Star’s recently launched water repellant Citishield technology.
The Kir Stretch Denim O Collection builds on the 2018 launch of G-Star’s “Most Sustainable Jeans Ever” collection, which introduced the world’s first C2C certified gold denim fabric. The open source, game-changing innovation was a collaborative effort between Dystar, Artistic Milliners and the Dutch denim brand. The jeans were developed with a clean indigo dyeing process, eco-friendly sustainable washing techniques, organic material and responsibly sourced components.
At a launch event for the stretch collection in New York City, Adriana Galijasevic, G-Star’s denim and sustainability expert and Rivet 50 member, compared the certification process for C2C Gold to “looking into the future,” adding that the intense process, requires “unparalleled levels” of transparency and teamwork amongst the supply chain.
“It’s really important to find the partners that are willing to go deep into disclosing their entire supply chain and who are ready to optimize the supply chain,” she said.
Adapting the C2C mindset for stretch denim was a natural next step for G-Star and the brand’s efforts to meet market demand. “If we have a rigid, and yet stretch is selling and people want stretch, why not give them an option that is C2C certified gold?” she said.
The addition of stretch brings G-Star products’ total amount of Cradle to Cradle (C2C) certified gold denim fabrics to 19 percent. To make the biggest impact possible, Galijasevic said the brand is incorporating the fabric into its high-volume drivers.
“We’re very excited to be able to give choice to our customers that not only makes them feel good but also does good,” she said.