GN Therapy at Project Las Vegas

We’ve blogged about GN Therapy before after running into them at last season’s Project Las Vegas trade show. In case you’re not familiar with them, they produce denim that is buried in the earth, creating unique washes and finishes made by mother nature herself. For the latest Project Love (a section of the Project trade show dedicated to sustainable and socially aware brands), GN Therapy introduced new washes and a limited edition T-shirt collection:

Each jean was presented with an accompanying video (pics above) detailing the location in which the company buried their denim. Dallas is the newest jean to be launched, where the weather is humid, hot and prone to storms. This jean joins previous burials including Mason Dixon (the Northern U.S.’s climate of snow and wet weather) Mohave (The dry desert where Las Vegas is situated) and Valley (combining West Coast water with sand and dirt) Check out the amazing pics below of some of their burial sites and some finished results:

They also teamed up with various “Wash Ambassadors” to produce limited edition accompanying tees: Bobby Joseph, Joe Buck and Michael K Williams.

GN Therapy’s approach to denim washing is meticulous, thought-provoking and innovative, as well as brilliantly sustainable. We solute them!



Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.