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G-Star Raw launches EarthColors Jeans

By Vivian Hendriksz



London - Denim label G-Star has launched a new, innovative line of naturally dyed jeans. Named EarthColors Jeans, the range features sustainable dyes made from recycled plants and non-edible nutshells.

Created together with dye-experts Archroma, the initiative is part of G-Star's wider aim to set an example for the rest of the industry and take a leading role by promoting more sustainable solutions. Archroma, one of the leading dye firms within the textile industry, patent new method offers warm, ternary shades inspired by nature which have been applied to G-Star's denim.

"As denim innovators we always try to break the rules, in both the style and future-oriented processes. The introduction of EarthColors in the jeans collection of G-Star is the result of a successful collaboration with Archroma. It embodies our sustainable philosophy, featuring our product design from start to finish," commented Frouke Bruinsma, Corporate Responsibility Director, G-Star Raw.

EarthColors dye consists of 70 to 100 percent natural colors taken from different types of leaves from recycled plants, such as olive trees, rosemary as well as non-edible nutshells and almonds. The production of the dye does not require additional agricultural production, as it uses the leftover by-products from food consumption. In addition, EarthColors uses ozone and laser techniques to ensure the optimum performance of the dyes.

EarthColors Jeans is set to launch in G-Star's 5620 Staq mid skinny for women and 5620 G-Star Elwood 3D super slim for men this month in stores and online.

Photo: Courtesy of G-Star

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