Jun 07, 2018 | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
Earlier this week denim giant G-Star RAW announced an innovative collaboration with eco-manufacturer Bionic Yarn for a collection of sustainable denims made from recycled plastic bottles gathered from the sea.
As one of the denim industry’s most forward-looking companies, G-Star has always recognized sustainability as a core driver for the business. This week saw the Dutch label expand upon its sustainable efforts with the launch its latest collaborative project with Pharrell Williams, owner of Bionic Yarn. Dubbed “RAW for the Oceans,” the collection will consist of denim from G-Star that incorporates Bionic Yarn’s Bionic® eco-thread made from recycled plastic bottles.
The initiative was realized by Project Vortex, a non-profit organization of international artists, designers and architects who are addressing the threat of plastic pollution by creating environmentally sustainable and commercially viable initiatives for companies by recycling waste collected from the oceans.
“Working with G-Star was an obvious choice, because they have a legacy of pushing the boundaries of fashion and denim forward,” commented Pharrell Williams, Bionic Yarn’s Creative Director, about the new collaboration. “Bionic Yarn is a company built around performance, and denim is the perfect category to show the world what Bionic Yarn can do. Everyone has jeans in their closet.”
G-Star’s CMO, Thecla Schaeffer commented: “G-Star has always been driven by innovation, and by integrating Bionic Yarn into our collection, we’re taking the next step in creating denim for the future. We’re very excited about the long-term goals of this collaboration and to have Bionic as our business partner.”
The RAW for the Oceans collection will be available at select G-Star RAW stores and online on August 15. Sign up to the project here.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.