– By Eric Zimmermann


G-Star Raw has used a denim fabric that has been certified gold by the Cradle to Cradle Products Innovation Institute, to develop it’s most sustainable jeans ever. Cradle to Cradle is the world’s most rigorous certification process, which carefully analyzes each part of the denim design process and explores all possibilities to reduce the environmental impact at every step.

Pharrell Williams who is Head of Imagination at G-Star RAW, was presented with the Cradle to Cradle Gold certification on January 31st in Los Angeles, by Lewis Perkins, president of the Cradle to Cradle Products Innovation Institute. “It’s a great honor to receive this recognition to create a sustainable future, We hope that the rest of the denim industry will follow in our mission to reduce the impact of human beings on the planet,” Williams said.

The G-Star Elwood RFTPi jean was made through a process of using the cleanest indigo dyeing process in the world, collaborating with DyStar to combine pre-reduced indigo with a liquid based organic agent that replaces the regular use of Sodium Hydrosulphite – a major problem with indigo dyeing. The process also included using the most sustainable washing techniques, responsibly made, 100% organic cotton, and eco-finished buttons, making each garment 98% recyclable. They have made process open-sourced for the entire denim industry to access, through the Cradle to Cradle Institute’s Fashion Positive Materials Library.

In a statement, Perkins expressed that “Achieving Cradle to Cradle certification at the Gold level for the denim fabric used in the G-Star Elwood RFTPi jean is a significant leap forward for circular fashion. G-Star’s work with DyStar and Artistic Milliners on the development of the fabric is also a great example of materials innovation and collaboration at its most impactful. G-Star’s decision to share the fabric within the Cradle to Cradle Product Innovation Institute’s Fashion Positive Materials Library stands to be a game-changer for the fashion industry – allowing others to use the same Cradle to Cradle Certified fabric opens the door to an infinite number of applications for this material.”

Both the G-Star Elwood RFTPi jeans and its counterpart D-Staq RFTPi denim jacket are available for both men and women in stores and online.