G-Star Raw is now also getting in on the jeans repair game. Under the name G-Star Raw Certified Tailors, the Dutch denim brand has started offering consumers to have their old jeans repaired free of charge. For this purpose, G-Star Raw partnered up with six local tailors in The Netherlands and trained them to fix the most common jeans repairs.
For now, Certified Tailors runs as a pilot only in The Netherlands. Six local tailors – based in Amsterdam, Rotterdam, Den Haag, Utrecht, Eindhoven and 's-Hertogenbosch – are part of this initiative.
The condition to use the service free of charge is that it is an original pair of jeans from G-Star. Besides only jeans, no other denim items, are repaired.
The single services by the Certified Tailors include to repair broken zippers or place new zipper, to repair inside leg seams and crotch, to restore trouser leg wear and tear and to reattach a button or place a new one. Customers can bring up to three pairs of jeans per person for repair.
G-Star Raw Certified Tailors is part of G-Star’s sustainability agenda Raw Responsibility to help reduce the fashion footprint by expanding the lifecycle of a pair of jeans. With this example, the jeans brand is following other brands like Nudie Jeans, which has been offering a repair service in its stores for several years.
It is also part of the Dutch government’s program which makes it mandatory for fashion brands to take care of used clothes to ensure less waste and less pollution by 2023.