G-Star Raw teamed up with Archroma for a capsule collection of denim colored using the color and speciality chemical company’s EarthColors.
EarthColors is a line of patented plant-based dyes, sourced from up to 100 percent renewable resources. Archroma developed the color range using non-edible waste products from agriculture and herbal industries to replace petroleum derived raw materials. EarthColors offer brands an alternative when looking for more natural ways of dyeing garments.
G-Star is the first denim brand to collaborate with Archroma to create a collection of colored jeans made with EarthColors. The collection includes Dark Plum, Asfalt and Mazarine Blue. Each are made from the non-edible parts of beetroot and saw palmetto, left over from agriculture industry or herbal extraction. The line launches in stores and e-commerce on November 1.
“As denim innovators we’re always striving to challenge conventions—both in terms of style and future-proof processes. 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,” said Frouke Bruinsma, G-Star Raw corporate responsibility director.
EarthColors was recently named the Gold Winner of the OutDoor Industry Award 2017, Sustainable Innovations category.