G- Star Raw, the Dutch jeans brand, is involved in its new Raw Responsibility strategy and a series of projects aimed at recalling consumer’s attention on more responsible behaviors and consumption patterns.
Behind these new initiatives and some future ones there is Rebecka Sancho, who joined G-Star in March 2022 as the company’s new head of sustainability.
After graduating with a Master in Science in Sustainable Development from Utrecht University in the Netherlands, Sancho gained experience at Asics, We Fashion and Hunkemöller. Her focus areas included sustainable product strategies, factory improvements, and social and environmental sustainability.
As part of G-Star’s new strategy there are the launch of a new raw denim capsule collection with warranty. The project aims to point out the beauty to buy unwashed jeans and see them changing throughout their own - and their owner’s - lifetime. Along with it, the denim brand is launching a campaign “Wear Your Denim Till The End” with the aim to call out to invest in quality, to take care of one’s own denim and wear it longer.
Among them there is “Certified Tailors”. After a testing phase inThe Netherlands, G-Star is scaling up its Certified Tailors program that offers free repairs to extend the life of one’s jeans at more tailors in The Netherlands, as well as in Germany, Belgium and South Africa. The program will be extended globally in 2022 and 2023.
“Return Your Denim” offers the possibility to hand in an old pair of jeans that cannot be repaired or used at G-Star stores in Europe. They will take care to recycle it properly.
“The Art of Raw” is a new art platform where international design talents and artists are challenged to work with denim waste and dead stock.
Throughout this journey G-Star has partnered up with Organic Cotton Accelerator to support and scale organic cotton farming – not only so that they can meet their own targets, but also in the hope that they can inspire others to also use more sustainable materials.
To ensure scalability of these circular efforts G-Star expects that 1,000,000 G-Star jeans will be reused, repaired or recycled by 2030.