S04 Episode 188 | G-STAR RAW ON CIRCULARITY + THEIR 100% RECYCLABLE DENIM ICONS

In episode 188, Kestrel welcomes Adriana Galijasevic, the Denim and Sustainability Expert at G-Star RAW, back to the show, alongside Sofie Schop, G-Star RAW’s Sustainability Director. Less than 2 years since the last time G-Star RAW came on the show, this conversation provides an opportunity to check in on the brand and how far they’ve come with their sustainability goals.

”It’s a journey of continuous improvement, and always looking for the solutions. And we always look at these challenges as actually enablers of new design, rather than looking at them as barriers or obstacles to what we do.”
-Adriana Galijasevic, Denim + Sustainability Expert at G-Star RAW

On this week’s show, Adriana and Sofie share more on G-Star RAW’s recently updated denim icons. Basically, they took their iconic styles that have been selling well, and applied their circular principles to these designs. 100% recyclable, these styles have received the highest denim product certification yet issued by the Cradle to Cradle Product Innovation Institute.

Additionally, Kestrel, Adriana and Sofie talk about what G-Star RAW’s sustainability goals are, where they are at now, and where they hope to be in the future.

Below is a breakdown of G-Star RAW’s sustainable material and sustainable cotton usage over the years.

Their goal by the end of 2020 is to have 100% sustainable cotton and 90% sustainable material.

Sustainable material
2016 – 30%
2017 – 57.30%
2018 – 74%
2019 – 86%
2020 – 90%

Sustainable cotton
2017 – 70%
2018 – 89%
2019 – 97%
2020 – 100%

The below thoughts, ideas + organizations were brought up in this chat:

  • G-Star RAW unveiled the world’s first Cradle to Cradle certified gold stretch denim fabric in October 2019

  • Roica, the stretch fiber used in G-Star RAW’s Cradle to Cradle Certified Gold stretch denim fabric

  • The new icons were made with the collaboration of 15 partners, and the full products are Cradle to Cradle Certified Gold

  • “Cradle To Cradle certification is the most rigorous because it looks at the design from five different perspectives — the material health, water stewardship, social fairness, material utilization, and reuse of renewable energies.”

  • Saitex, G-Star RAW’s sustainable manufacturing partner

  • RAW Responsibility, details on G-Star RAW's sustainability approach

*This week's episode is brought to you by G-Star RAW.