i-D Magazine

G-Star has joined forces with its partners, using
groundbreaking technology to not only retrieve
plastic from the oceans, but also transform it into a
new generation of denim. To accompany the online
release, the Dutch denim giant showcased the collection
through a digital campaign of quirky gifs and
illustrations. The price point for these recycled denim
pieces range from about $200-$300.
RAW for the Oceans is a long-term creative exploration,
where Bionic Yarn and G-Star RAW have joined
forces to innovate denim while making a serious impact
on the plastic pollution in our oceans. If one of
the key roles of our industry is to beautify the world,
we have no greater responsibility than to do so ethically
and sustainably. With corporate sustainability a
constantly evolving issue it can be difficult to know
where the next pressure point will emerge, but one
thing that’s clear is that the depth of supply chain
knowledge required is getting deeper. Manufacturers
should know that retailers will want more information
from further down the supply chain and brands are
realizing that just going to that top tier garment manufacturer
is not enough. Ultimately it’s up to brands
to position sustainable products in a way that makes
consumers want to buy them.
i-D THE SPEAK UP ISSUE 93