19Q4 Hardcore Denim

Stylishly sustainable Dutch apparel company G-Star Raw introduced the first Cradle to Cradle-certified Gold Stretch denim fabric, which features 2 percent premium degradable stretch fiber.

In partnership with solution provider DyStar and Pakistan-based denim mill Artistic Milliners, the fiber called Roica V550 — which hails from Japan — holds a Gold Material Health Certificate from the C2C Products Innovation Institute. And G-Star Raw’s integration of the fiber enhances its Gold denim fabric that was also certified last year. Adriana Galijasevic, denim and sustainability expert at G-Star Raw, said, “By continuously pushing the boundaries of our sustainable innovations and by scaling them throughout our collections, we empower customers with a choice to join the change for good.”

Cradle to Cradle certification at the Gold level investigates a product from the very beginning of the supply chain to its final stage in development, ranging from strict standards in material health, material reutilization and renewable energy, to carbon management, water stewardship and social fairness. The fabric is part of G-Star Raw’s Kir Stretch Denim O Collection, which offers 11 styles, including two new pairs of jeans: its Kilcot Straight Tapered for men, and the Joci 3-D Slim for women.

And Los Angeles-based Sene takes a different approach to sustainability by amalgamating environmental impact with personalization and data science to create bespoke apparel. Sene creates custom-made products based on customer responses from its SmartFix Quiz, which generates a custom size. Its studio then designs and manufactures the product from scratch and ships it within three weeks, offering a 60-day guarantee for free alterations, remakes, exchanges and returns.

Sene Studio

Sene offers premium stretch made-to-order jeans. Photo courtesy of Sene. 

Its latest venture is the creation of the Ever Jean, which takes aim at creating a solution for perhaps the most challenging product to buy: a pair of jeans with a perfect fit. Ever Jean is a premium stretch denim designed with the philosophy: “We only make a pair of jeans if there is someone to wear them.” Well, can’t argue with that.

But what about fabric longevity? Companies such as Garde Robe, the only museum-quality archive management and textile preservation service in the U.S., protects and manages wardrobes for specialty textiles, many of which are seen on the likes of CFDA members, fashion icons, costume designers, studios and production companies. Garde Robe also offers a Cyber Closet to its members, so all articles of clothing can be viewed digitally and swiftly requested and delivered as needed.

“Garde Robe is unique in its combination of technology and traditional museum processes for preservation of delicate textiles. That, coupled with our valet pick-up and delivery service, is something that sets Garde Robe apart from all of the other storage companies that are out there,” Danielle Morrin, archivist and fashion historian, told WWD. Morrin added, “Some of the items we care for are truly unique — and worth going the ‘extra preservation mile’ for.”

For more business news from WWD, see:

Fashion Brand Vida ‘Redefines Growth,’ Addresses Consumption

At the Source: Peruvian Manufacturing in Focus

Change Agents: Denim Brands Working to Transform the Industry

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