{"id":11109,"date":"2018-02-15T05:09:44","date_gmt":"2018-02-15T04:09:44","guid":{"rendered":"http:\/\/my-greenstyle.com\/?p=11109"},"modified":"2018-02-15T00:11:05","modified_gmt":"2018-02-14T23:11:05","slug":"g-star-raw-for-the-planet-indigo","status":"publish","type":"post","link":"https:\/\/my-greenstyle.com\/en\/g-star-raw-for-the-planet-indigo\/","title":{"rendered":"G-Star – Raw for the Planet Indigo"},"content":{"rendered":"

Label:<\/strong> since 1993 G-Star (before: Gapstar)
\nChief Designer:<\/strong> 1991 Pierre Morisset, Design Team
\nYear of foundation:<\/strong> 1989
\nHeadquarters:<\/strong> Amsterdam, Netherlands<\/p>\n

There are many milestones at G-Star. And surprisingly many that are maximally sustainable <\/div><\/div><\/span><\/h4>\n
\"G-Star\"

Frouke-Bruinsma, Corporate Responsibility Director at G-Star<\/p><\/div>\n

The story of G-Star<\/h2>\n

Sustainable thinking and acting is no mean thing at G-Star, but has been firmly anchored in the DNA<\/strong> of the company for years. Googling G-Star and Wikipedia you quickly finds out that there have been allegations of labor rights violations or the use of highly toxic chemicals in the past<\/strong><\/p>\n

The fashion industry ranks second among the biggest polluters – denim production tops the list of shame within the textile industry. <\/div><\/div><\/span><\/h4>\n

But G-Star has responded: With a Code of Conduct<\/strong> (2006), the Greenpeace Detox campaign<\/strong>, which involves the complete renunciation<\/strong> of harmful chemicals in the denim production and with the intent to use 100 percent sustainable cotton by 2020<\/strong>.<\/p>\n

Raw for the Planet Journey (RFTP)<\/h2>\n

During my visit to G-Star Headquarters, I had the opportunity to participate in the RFTP Journey<\/strong>. The vivid tour was set up there to make the milestones<\/strong> of the past years comprehensible. Everything started with the Code of Conduct<\/strong> in 2006. In 2008, the first jeans<\/strong> made of organic cotton, a partnership with the UN and two years later the first sustainable capsule collection<\/strong> with the three categories organic, recycled and as alternative material the nettle.<\/p>\n

Smart tools like the Fashion Tracker measures sustainable performance <\/div><\/div><\/span><\/h4>\n

Down <\/strong>was removed from the collections in 2011. Angora<\/strong> was canceled in 2013. This was followed by cooperation with the non-profit organization Made by<\/strong>, which has committed itself to improving the environmental and social circumstances in the fashion industry. The implementation of the Fashion Tracker<\/a>, which measures sustainable development, makes G-Star even more transparent<\/strong>.<\/p>\n

G-Star was the first denim brand to use recycled plastic <\/div><\/div><\/span><\/h4>\n

Another milestone is the “Raw for the Ocean” collection<\/a>, which launched the company Bionic Yarn<\/strong> 2014 together with Pharell Williams<\/strong>. Not only was G-Star the first denim brand to use recycled plastic<\/strong> to highlight the plastic problem<\/strong> in the oceans. G-Star has also gain a new co-owner<\/strong> (2016) from its partnership with Pharell Williams.<\/p>\n

Sustainability opens new paths in the design process for G-Star <\/div><\/div><\/span><\/h4>\n

They discover the “Earth Colors” collection<\/strong>, which was dyed with food waste, and the “Raw Research” collection<\/strong>, which was dyed with recycled textile waste. And it becomes clear what drives G-Star in the area of \u200b\u200bsustainability<\/strong>. In addition to the responsibility that the company wants to assume for people and the environment, sustainability<\/a> promotes the design process, which has determined G-Star’s actions since the company was founded. Because it provides inspiration<\/strong>, opens up new paths. And that’s exactly what G-Star likes to do and, as in this case, likes to be an innovator,<\/strong> the first denim brand.<\/p>\n

\"G-Star\"

A G-Star milestone: the Raw Research Collection<\/p><\/div>\n

And at the end of the RFTP tour lies the heart of sustainable work, the masterpiece of G-Star DNA<\/strong>: the RFTPi – most sustainable jeans ever<\/strong> (Launch: 15.2.2018). G-Star has developed the most sustainable jeans in the world with the latest version of its jeans classic Elwood<\/strong>. And that’s not just a cheeky statement.<\/p>\n

G-Star wants to change the denim industry with its developments <\/span><\/div><\/div><\/span><\/h4>\n

Because it is the first and only denim brand<\/strong> ever to have been awarded gold-level<\/strong> cradle-to-cradle certification<\/a>. There are no excuses for anyone anymore. Because the entire technology<\/strong> is open source<\/strong> and can be viewed and adapted by all competitors. #letschangethatfashiongame<\/p>\n

Raw for the Planet – Conversation with Frouke Bruinsma, Corporate Responsibility Director G-Star<\/h2>\n

my-GREENstyle:<\/strong> To understand the real meaning of this denim innovation<\/strong>: Can you say a few words about conventional denim production<\/strong>? What impact does it have on the environment?
\nFrouke Bruinsma:<\/strong> Denim is cotton<\/strong>. And the cotton plant needs a lot of water<\/strong>. And lots of pesticides<\/strong> to make sure they are not haunted by pests. So cotton always has negative side effects. And the second difficult point is the indigo<\/strong>. And with our latest project, we have managed to solve this problem. Because with our partner, we have developed the cleanest indigo dye in the world<\/strong>. Confirmed by the Cradle-to-Cradle certification, which makes us very proud. Cradle-to-Cradle highlights five aspects<\/strong> (note: material health, social, water, renewable energy, recyclable), while other certifications examine only two or three points.<\/p>\n

my-GREENstyle:<\/strong> And what makes G-Star unlike other denim labels<\/strong>?
\nFrouke Bruinsma:<\/strong> G-Star is not about single topics, it’s more of an evolution<\/strong> as the RFTP Journey (see above) has shown. We highlight the topic of sustainability<\/strong> from four perspectives<\/strong>: Our supply chain<\/strong>, social<\/strong> and environmental aspects<\/strong>. Of course, we look at our product<\/strong> from every conceivable angle – sustainable materials, washing, dyeing, etc. And the footprint<\/strong> we leave behind in terms of the company building, transportation, logistics, etc. And everything that we have worked on over the past ten years is combined in our new masterpiece<\/strong>. If we did not consider all these points, we would not have got the certification and could not speak of the most sustainable jeans ever.<\/p>\n

RFTPi \u2013 the masterpiece of the G-Star DNA<\/div><\/div><\/span><\/h4>\n

my-GREENstyle:<\/strong> How did the idea<\/strong> for the most sustainable jeans come about?
\nFrouke Bruinsma:<\/strong> We continue to develop our products. And four years ago, we decided that the next step would be reusing<\/strong>. We wanted to close the cycle<\/strong> by putting denim on the market, taking it back, recycling it and reusing it. We worked on this idea with Fashion Positiv<\/strong>, an organization of the Cradle to Cradle Institute. At that time, our goal was to develop a very sustainable jeans. And it has become the most sustainable jeans ever.<\/p>\n

\"G-Star\"

RFTPi – the sustainable masterpiece by G-Star<\/p><\/div>\n

my-GREENstyle:<\/strong> With its dyeing method,<\/strong> G-Star has succeeded in making a truly revolutionary step in the dyeing process. What makes the technology so special?
\nFrouke Bruinsma:<\/strong> We have previously worked with indigo<\/strong>, which allows us to reduce 70 percent<\/strong> of toxic hydrosulfates. But thanks to the Cleanest Indigo Technology<\/strong>, we can do 100 percent<\/strong> without them<\/p>\n

Thanks to Cleanest Indigo Technology, we are 100 percent hydrosulvated. <\/div><\/div><\/span><\/h4>\n

my-GREENstyle:<\/strong> Does G-Star take back its own jeans at the end of his life cycle<\/strong> to recycle them?
\nFrouke Bruinsma:<\/strong> We are working to provide this service<\/strong> in all of our G-Star stores worldwide. Currently this works only in the outlets in the Netherlands. But the rest will follow as soon as possible<\/strong> later this year.<\/p>\n

\"G-Star\"

A big step for humanity – a big win for the environment: Closing the Loop<\/p><\/div>\n

my-GREENstyle:<\/strong> Does G-Star only take back its own jeans<\/strong>?
\nFrouke Bruinsma:<\/strong> We only take back our own jeans<\/strong> because then we know how they were made, which materials<\/strong> they are. After all, we want to bring it back to circulation<\/strong> with a clear conscience<\/p>\n

my-GREENstyle:<\/strong> What happens to jeans that returned to G-Star<\/strong>?
\nFrouke Bruinsma:<\/strong> We gather in Amsterdam<\/strong>. Then the things are sorted<\/strong>. We decided to make new jeans<\/strong> out of jeans again without mixing sweaters, shirts and more. But then a completely new supply<\/strong> begins. We have to make new yarn<\/strong>, produce new denim<\/strong>. Sewn then in Vietnam.<\/p>\n

With recycling a complete new supply chain begins.<\/div><\/div><\/span><\/h4>\n

my-GREENstyle:<\/strong> The ecological footprint<\/strong> would be reduced by the production in Europe<\/strong>. Are there any plans?
\nFrouke Bruinsma:<\/strong> We have been producing for over ten years with our partner Saitex in Vietnam<\/strong> because we are satisfied and know what we are getting. Two years ago there was a wave with the idea<\/strong> of \u200b\u200brelocating production back to Europe.<\/strong> But that is really a big challenge<\/strong>, because there are not many production sites<\/strong> in Europe anymore. Good suppliers<\/strong> who have the appropriate technical skills<\/strong> are simply no longer settled here. Maybe this will work sometime in the future. In addition, there are strict import regulations<\/strong> – for example, no recycled items may be imported into Turkey.<\/p>\n

Good suppliers are simply no longer located in Europe. <\/div><\/div><\/span><\/h4>\n

my-GREENstyle:<\/strong> On a scale of 1 to 5<\/strong>, the new model meets the full sustainability score. At which point are the remaining denim parts at G-Star?
\nFrouke Bruinsma:<\/strong> That depends on every single part. In 2016 we had 30 percent sustainable materials<\/strong> in our collection. By 2020, we want to create 100 percent sustainable cotton<\/strong>.<\/p>\n

\"G-Star\"

Made from Gold Certified Cradle-to-Cradle Denim<\/p><\/div>\n

my-GREENstyle:<\/strong> Which sustainable projects<\/strong> are next on the program?
\nFrouke Bruinsma:<\/strong> For the RFTPi jeans<\/strong>, the certification refers to the denim material<\/strong>. And our vision is to develop a fully Cradle to Cradle Gold certified product<\/strong>. We are currently looking for partners who will accompany us on this journey. And that’s not easy, because you have an incredibly high degree of transparency<\/strong> and must reveal a lot about yourself.<\/p>\n

Our vision? To develop a fully Cradle to Cradle Gold certified product<\/div><\/div><\/span><\/h4>\n

my-GREENstyle:<\/strong> The fashion industry ranks second worldwide among the biggest polluters<\/strong>. G-Star is working to change that. Is there a tip for other major textile manufacturers<\/strong>?
\nFrouke Bruinsma:<\/strong> The key of success lies in the cooperation<\/strong>. If you go this way as an individual, you have so many hurdles<\/strong> to take. And others have long taken them. It is more effective to learn from groups<\/strong>, organizations<\/strong> and labels<\/strong> that are already working together. Because you do not have to reinvent the wheel. And our technology<\/strong> is open source anyway …<\/p>\n