New G-Star Raw denim is dyed using beetroot waste
07/12/2017
The company developed EarthColors using non-edible waste products from agriculture and herbal industries to replace petroleum-derived raw materials, giving brands a more natural alternative for dyeing garments. The innovation was a Gold Winner at the 2007 OutDoor Industry Award.
The three colours available in the G-Star Raw collection are ‘Dark Plum’, ‘Asfalt’ and ‘Mazarine Blue’. They are dyed using the non-edible parts of beetroot and saw palmetto. The collection is available in G-Star Raw stores and online.
“G-Star is the very first denim brand to collaborate with Archroma to create a collection of coloured jeans,” said Paul Cowell, global head of brand marketing, brand and performance textile specialties for Archroma. “By doing so, we hope they will inspire more denim brands and retailers to switch to sustainable dyeing ingredients that, like EarthColors, allow the creation of gorgeous colours and at the same time are so much gentler on our planet.”
Image courtesy of G-Star Raw.
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