G-Star Raw has become the first denim brand to partner with textile chemicals specialist Archroma, with its latest capsule collection coloured using the company’s patented plant-based dyes.
The collaboration, which is also the first between the two companies, sees G-Star use Archroma’s EarthColors dyestuff range, which is sourced from up to 100% renewable resources.
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The high-performance dyes, which have also been used by outdoor brand Kathmandu and US outdoor clothing giant Patagonia, are made from natural waste products of the agriculture and herbal industries, such as almond shells and rosemary leaves, replacing the oil-based raw materials typically used in dyestuff manufacture. The colours, available in a range of six dyes, change and fade over time, which helps make them unique.
In terms of the new G-Star jeans, the colours – which include dark plum, asfalt and mazarine blue – are made from the non-edible parts of beetroot and saw palmetto.
“As denim innovators we’re always striving to challenge conventions – both in terms of style and future-proof processes,” says Frouke Bruinsma, corporate responsibility director at G-Star Raw. “The introduction of EarthColors into G-Star’s jeans’ collection represents a successful collaboration with Archroma and the embodiment of our sustainable mindset which guides our product design from start to finish.”
The collection – which Archroma hopes will inspire more denim brands and retailers to switch to sustainable dyeing ingredients – is now available in stores and online.
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By GlobalDataEarlier this year, Archroma’s EarthColors dyestuff range was named the Gold winner in the sustainable innovations category at the OutDoor Industry Award 2017.
Archroma sustainable dyes receive industry recognition
