The Dutch brand is mounting an exhibition spotlighting sustainability in the denim industry with help from young talented designers.
G-Star Raw, Diesel and more are injecting circularity into their lines for fall, while industry groups are grooming digital experiences.
The designer said the new brand will be teased later in 2019 before kicking off in 2020.
G-Star Raw partnered with Archroma to create a collection of garments dyed with EarthColors, its sustainable dye solution.
They will be part of GFA’s newly formed Associate Partners circle to develop new sustainability initiatives.
The exhibition explores the relationship between fashion and nature highlighting various objects starting from the early 1600s.
Throup joined the label coowned by Pharrell Williams in 2016 and oversaw the men’s and women’s mainline ranges and Raw Research, a men’s line.
Ads were photographed by Collier Schorr.