G-Star is the innovative denim brand, with its 25th anniversary this year it’s a relatively new player in the field of heritage dominated denim brands. Through its conception of 3D denim in 1996, and committed dedication towards untreated RAW denim, G-Star has initiated a revolution within the denim industry.

G-Star stands for innovation in fabrics, cuts, 3D constructions and sustainable innovations such as denim made from nettle. These sustainable products however have never been a marketing topic as it is simply considered as doing good business.

The challenge was to create a high quality collection that would look and feel just as beautiful as regular denim. Making denim is considered an art in the world of denim lovers. The dyeing of the fabric, the amount of stretch, the fading it all contributes to a good end product.

We turned our complete manufacturing process upside down and produced by suppliers with whom we have a long-term relationship and that share our passion to make a strong product in a sustainable way.

Together with Bionic Yarn and Pharrell Williams we create denim for the future.

The RAW for the Oceans collection is the first collection ever made out of ocean plastic, co-designed by Pharrell Williams. It allows people across the world to express their concerns to ocean pollution by wearing it. The initiative is the long-term action of integrating Bionic Yarn into continuing product lines. It creates awareness for ocean pollution and is a small time first step to the solution of the problem. This first collection contains 33% per cent of reclaimed plastic. We intend to increase this percentage of plastic reclaimed from the sea in Bionic yarn with each collection.