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G-Star’s Most Sustainable Denim Hits Retail

G-Star Raw’s highly anticipated “Most Sustainable Jeans Ever” made its retail debut last week.

The Dutch company teamed up with Pakistan-based Artistic Milliners, color solutions provider DyStar and global denim manufacturer Saitex to develop the industry-changing concept. The collection uses the world’s first ever Cradle to Cradle Certified Gold denim fabric.

Each of the 100 percent organic cotton pieces is made with RFTPi-Raw for the Planet Indigo, the world’s cleanest indigo dyeing process. The process was formulated by DyStar, G-Star and Artistic Milliners. Raw for the Planet Indigo uses 15 percent less indigo, 70 percent less chemicals, no salts, and doesn’t even produce salt by-product during reduction and dyeing process, consequently saving water and leaving clean and recyclable water effluent.

Additionally, the collection boasts eco-finished metal buttons and responsibly sourced labeling.

G-Star’s collection includes the men’s G-Star Elwood 5620 3D Tapered Jeans and D-Staq 3D Deconstructed Jacket. The women’s collection offers the Arc 3D Mid Waist Boyfriend GS Restored Jeans, G-Star Elwood 5622 3D High Waist Boyfriend 7/8-Length Jeans, D-Staq Deconstructed Denim Jacket and more. The line retails for $170-$250.

“As a key player in this market, G-Star Raw takes responsibility to lead by example in promoting sustainable denim innovation. Our new denim fabric and its revolutionary indigo process will become an open source for the rest of the industry to use,” G-Star Raw corporate responsibility director Frouke Bruinsma said.