In honor of Earth Day, Dutch denim brand G-Star Raw and creative agency The Visionary Lab teamed on a creative display of photography depicting denim in various forms. The 2021 “Denim for Earth” exhibition showcases couture denim created by artists and fashion designers inspired by G-Star’s innovations in circular denim, which most recently includes its Cradle to Cradle (C2C) Gold certified black denim.
Featured artists include Karim Adduchi, Charlotte Bakkenes, Yuki Isshiki, Yulia Ivanova, Bagua Jody, Majid Karrouch, Ferry Schiffelers and Tess van Zalinge, all of whom worked with 100 percent recyclable denim fabrics and waste supplied by G-Star. Each used sustainable techniques such as the Japanese Sakiori method of quilting with upcycled fabrics and natural plant-based dyeing, along with G-Star’s water-saving washing methods, to develop their creations.
G-Star RAW ‘Where Eagles Dare’ - Concept: The Visionary Lab, Design: Yuki Isshiki, Photo: Wendelien Daan, Styling: Majid Karrouch
In South Africa, we experience a fast fashion cycle, which means that clothes are being over consumed and worn for shorter amounts of time.
This is part of the reason why the fashion industry is waking up to the urgency of prioritising climate change, as fashion pacts are signed to reduce and limit pollution and waste.
To mark the occasion, three globally loved brands, G-Star RAW, Levi s South Africa, and adidas Originals have launched innovative sustainability measures in their production processes.