G-Star RAW: the Road to Sustainability and Transparency

Editorial TeamEditorial Team
June 7th, 2022
5:02 PM

After launching its iconic circular denim pieces, the Dutch brand continues to work on surpassing its own sustainable milestones in the form of clean denim dyeing processes and ethical sourcing.

Now more than ever, the fashion industry is aware that, in order to move forward, it has to move in a more sustainable direction. Measures must be taken and changes must be made in production in a way that reduces the number of emissions and the number of resources used. So, with an alarming environmental situation, fashion firms have started to put more effort into implementing changes and innovations that make their production process more sustainable. One of the leading brands that have demonstrated this commitment is G-Star RAW, which a few years ago began implementing sustainable innovations in some of its capsule collections.  

  In 2018, G-Star launched a very ambitious sustainability project. It involved the development of the most sustainable jean ever created, made from Cradle to Cradle certified Gold level denim fabric. It then set about developing the cleanest denim dyeing process ever. It uses no salts or sulfate by-products and consumes only 30% of the chemicals traditionally used. In 2020, the Dutch brand released a collection of its most iconic pieces updated with circular denim. A new 100% recycled and recyclable fabric that is GOLD Cradle to Cradle Certified™. Its main advantages include zero water waste and avoiding the use of chemicals that pollute the planet. After its launch, G-Star RAW has continued to work to surpass its own sustainable milestones and proves it with its new release. It uses no salts or sulfate by-products and consumes only 30% of the chemicals traditionally used.  

  Responsible Sourcing of Raw Materials It’s well known that the textile sector - and especially the dyeing and finishing of fabrics - requires high water consumption, which ends up damaging the environment. To reduce this damage, G Star is committed to promoting circular design, which allows for the reuse of garments and a consequent reduction in water consumption. Consequently, it has committed to working only with recycled or compostable materials by 2030. As 80% of its raw material is cotton, almost all of the cotton it uses is sustainable cotton: organic or BCI (Better Cotton Initiative) accredited. It is subject to public debate, however, whether BCI cotton is really sustainable or not. On the other hand, it has developed a Code of Conduct that obliges its suppliers to provide it with raw materials produced in a safe and fair environment. This Code also affects the brand's general raw material policy. Along these lines, G Star has already eliminated the use of animal and angora fur.   Supply Chain Transparency Transparency is also a key issue in supply chains, because the textile/fashion sector is suffering from a crisis of confidence on the part of the market. Consumers want to know more and more about the origin and quality of what they buy. In 2014, it published a map with the origin of its entire production. Today, its Manufacturing Map informs consumers about the companies that have manufactured its products, the number of factory workers and any sustainability initiatives or certifications it holds. The list includes all direct suppliers that have worked for at least two years for G Star. It is updated every six months.