Since our creation in 1989, G-Star’s philosophy has always been, ‘Just the Product.’ This single-minded approach has led to many denim ‘firsts’: the introduction of ‘luxury denim for the streets,’ by fusing high-level craftsmanship with street level edge to create a new denim sector; the positioning of raw, untreated denim as a wearable and desirable material; and the evolution of our distinctive denim silhouette, through the adoption of architectural and 3-D thinking into denim construction.
We have also promoted the inherent beauty of denim by creating washes and treatments that bring out its unique characteristics and qualities. Today’s sophisticated washings palette represents a full life-story, from raw, unwashed denim through deep indigo dyed to extreme bleached, with treatments adding multiple gradations of wear to create distinctive, textured garments with soul.
G-Star is focused on the innovation of denim. When we design, we design for the future; not only in how our products look, but also the wider impact they have. If we still want to be here as a denim brand in 20, 50 or even 100 years from now, it is crucial for us to think innovatively about the impact we have on people and the planet.
For G-Star, this means future-proofing denim by investing in sustainable innovation and incorporating it in everything we do. We focus on a circular approach to how denim is made and used by our customer to create tomorrow’s classics: quality denim of the future with respect for people & planet in a transparent manner.
We’re uniting the sustainability movement by making it easy to search for eco brands and products, learn about the latest green trends and connect with non profits.
What is Sustainability?
The contemporary sustainability movement brings together environmental protection, social responsibility and economic practice. It requires grass roots movements, political advocacy, corporate responsibility, education and the efforts of non profits to successfully make an impact. Read More