29 Nov 2017
G-star raw selects Archroma’s EarthColors for capsule collection of denim jeans
Reinach, Switzerland, 29 November 2017 - Archroma, a global leader in color and specialty chemicals, today announced its first-ever collaboration with G-Star RAW.
G-Star RAW recently introduced a new capsule collection of denim colored using Archroma’s EarthColors, a range of dyes made from recycled plant waste.
Archroma’s EarthColors range recently came to public attention for being the Gold Winner of the OutDoor Industry Award 2017, Sustainable Innovations category.
Archroma’s EarthColors is a line of patented plant-based dyes, sourced from up to 100 percent renewable resources. Archroma developed EarthColors using non-edible waste products, from agriculture and herbal industries, to replace petroleum derived raw materials; which are the conventional raw materials used to synthesize dyes currently. This gives brands an alternative when looking for more natural ways of dyeing garments.
The three gorgeous colors available in the capsule collection: ‘Dark Plum’, ‘Asfalt’ and ‘Mazarine Blue’, are made from the non-edible parts of beetroot and saw palmetto, left over from agriculture industry or herbal extraction.
The collection hit stores November 1, 2017, and is available online.
“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.” – Frouke Bruinsma, Corporate Responsibility Director, G-Star RAW.
“G-Star is the very first denim brand to collaborate with Archroma to create a collection of colored jeans,” comments Paul Cowell, Global Head of Brand Marketing, Brand & Performance Textile Specialties, Archroma. “By doing so, we hope they will inspire more denim brands and retailers to switch to sustainable dyeing ingredients that, like EarthColors, allow creating gorgeous colors – and at the same time are so much gentler on our planet. Because it’s our nature!”
4153 Reinach BL (BL)
Notes for editors
Archroma is a global color and specialty chemicals company headquartered in Reinach near Basel, Switzerland. It operates with 3,000 employees over 35 countries and with 24 production sites. Its three businesses – Brand & Performance Textile Specialties, Packaging & Paper Specialties, and Coatings, Adhesives & Sealants – deliver specialized performance and color solutions to meet customers’ needs in their local markets, touching and coloring people’s lives every day, everywhere.
Archroma is passionate about delivering leading and innovative solutions, enhancing people’s lives and respecting the planet. The company is committed to challenging the status quo in the deep belief that it can make its industry sustainable; an approach reflected in its innovations, world-class quality standards, high service levels and cost-efficiency. Products enhanced, colors enhanced, performance enhanced – “Life enhanced”.
About G-Star RAW
Founded in 1989, G-Star RAW remains driven by a philosophy of “Just the Product”. With this dedication to quality and progress, the brand represents the forefront of the denim industry, producing pioneering products and rapidly growing into a global brand. Since inventing the '3D Denim' approach to jeans construction in 1996, with the creation of the G-Star Elwood, G-Star now offers a wide range of apparel, accessories, footwear, and eyewear, alongside its jeans core. February 2016, G-Star RAW and Pharrell Williams announced their strategic partnership in which Pharrell Williams is co-owner of the jeans brand and titled ‘Head of Imagination’. Pharrell Williams is immersed in the company on many creative levels, from collections, to advertising and business strategy.