Wear Your Denim Till The End
G-Star Raw launched their new global campaign ‘Wear your denim till the end’ to call out to wear your denim longer. With this campaign, they point out to invest in quality, and to take care of your jeans so you can enjoy them as long as possible. Next to this main message, they also highlight a few responsible initiatives as part of their Raw Responsibility strategy.
Denim Could Last A Lifetime
The ‘Wear your denim till the end’ campaign uses visual poetry and deepfake tech to show the beauty of the aging process in both people and denim. With the campaign film they show an unconventional message: wear your G-Star jeans for a lifetime or longer. Denim becomes even more characteristic and unique in every stage of life, just like the wearer itself. Because the brand strongly believes its denim could last a lifetime, G-Star even launches a raw denim capsule collection with an extensive warranty.
Gwenda van Vliet, G-Star CMO About The New Campaign
Gwenda van Vliet, G-Star CMO: “Raw denim is at the core of our brand DNA. At G-Star, we embrace the aging process of denim and we are proud of how we have been able to capture the beauty of this journey in our global brand campaign. We see this as a call out to value your denim and wear it longer.”
Multiple Ways To Extend The Life Of Your Jeans
As part of the new campaign, G-Star Raw shares multiple ways to extend the life of their jeans and jackets such as their new transparency tool on their webshop, but also through repairing, reusing, or recycling. They’re having lots of exciting initiatives to support this circularity movement;
- Certified Tailors: After a successful pilot phase in the Netherlands, G-Star is scaling up the Certified Tailors program. Now, offering free repairs to extend the life of your jeans at more tailors in The Netherlands, as well as in Germany, Belgium, and South Africa. Global expansion is planned for 2022 and 2023.
- Wear Longer, Wear Shorts: A new free-of-charge initiative as part of the Certified Tailors program that transforms old jeans into a brand-new pair of shorts to extend their life.
- Return Your Denim: Is your garment beyond repair? Hand it in at G-Star stores in Europe and they’ll make sure it is properly recycled.
- The Art of RAW: A new art platform where international design talents, from interior designers to glass artists, are challenged to work with denim waste and dead stock. Old denim is transformed into one-of-a-kind art pieces, creating awareness for circularity.
To ensure scalability of these circular efforts, G-Star commits to 1.000.000 G-Star jeans to be reused, repaired, or recycled by 2030.
G-Star’s Responsible Materials Ranking Tool
On top of G-Star’s sustainable approach, they offer a Responsible Materials Ranking on their webshop. With this innovative tool, customers can decide for themselves whether a garment matches their sustainability standards for each item. It displays the composition of the garment and ranks the fibers according to their environmental impact.
The New Campaign Video
To celebrate the launch of G-Star’s new ‘Wear your denim till the End’ they made a film where you can see how your pair of jeans go from raw to a vintage look over the years. It ages with you, and becomes more and more beautiful in the end. As long as you keep wearing them for as long as possible.
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