It’s denim all day, every day for G-Star Raw, the Dutch clothing company on the pulse of ultracool streetwear and modern material technologies.
The brand recently unveiled its Citishield line exclusively for men, which features four key design components that allow the wearer to move through city environments with ease, the company said. Its features include enhanced and sustainable PFC-free high-performance water repellent finish, which allows the material to be fully weatherproof. For added function, its side-zip pockets allow for easy access while its built-in antitheft pocket provides added security. And finally, adjustable cuffs offer a “unique design element” as well as comfort and durability, the brand noted. Right now the jeans are available in one classic wash.
Edwin de Rooij, head of design at G-Star Raw, told WWD, “The jean was created to challenge the growing need for coping with the fast-changing uncertain weather conditions without the need to change outfits. They are responsibly manufactured. We worked with a PFC-free water-repellent finish which we applied on the garment level instead of only on the fabric. This approach allowed us to have aged denim looks, while still keeping the water-repellent function.”
This isn’t G-Star’s first rodeo. The brand has been at the forefront of sustainability for some time now, regularly releasing new material technologies that have strategically positioned G-Star in the green fashion space. Most recently, G-Star partnered with Swiss chemical firm Archroma and its EarthColors collection, a sustainable dye solution made from upcycled plant waste, to further its holistic approach to sustainability, according to the company. EarthColors’ color palette is described as “warm ternary shades from nature,” and centered on several hues of brown, wine red, deep green and dark slate blue. The collection features Earth-Oak, made of 100 percent almond shells; Earth-Maple, 100 percent rosemary waste; Earth-Cotton, 100 percent cotton plant residue; Earth-Sand, 90 percent bitter orange; Earth-Clay, 90 percent beet residue; Earth-Forest, 90 percent saw palmetto, and Earth-Stone, 70 percent saw palmetto.
Archroma said the use of natural waste-based raw materials “has no negative impact in any other steps of the dye manufacturing, such as water and energy consumption or waste generation.” The brand explained, “Denim innovation is rooted in G-Star’s nature, focusing not only on product aesthetics, but also on the wider impact they have. Since 2006, [we have] been future-proofing denim by investing in sustainable innovations, aiming for a circular approach to how denim is made and used, in a transparent manner.”
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