G-Star Raw, a luxury denim brand for men and women, has launched a new collection using pigments from volcanic rocks and soils as the base method of dyeing the denim.
The dyeing procedure requires low-energy and cold water dyeing methods minimising the impact on the environment and bringing the industry closer to sustainability.
The new collection is inspired by nature and consists of product items such as Co-Ords, shirts, and shorts among others in coloured hues of woodland greens, volcanic pinks and desert yellows.
The brand’s head of sustainability, Rebecka Sancho, said “This unique and environmentally friendly process derives earth pigments and uses it as a natural dye, a common historical practice for centuries already. So, we really use nature’s ways to get colour instead of something synthetics made in the lab.”
She further continued, “Recycled cotton often contains much shorter fibers because they have been processed in order to be recycled. Together with our partners, we make sure to find the perfect balance in how much recycled cotton we use in one garment to ensure quality and durability. A responsibly made garment that only lasts one season, in the end, is not responsible at all.”
