You’ve probably just stocked your closet up for the summer, but already now brands and suppliers are beginning to look forward to the fall deliveries. Now you can also have a look at some of the forthcoming news from the Dutch denim fashionistas from G-Star RAW.
For the coming fall season, G-Star RAW introduces a new fabric called DeepTones™ (previously known as “Stay RAW”), a new and unique molecular treatment which ensures that dark denim stays dark. These jeans will simply keep their new raw appearance for longer than normal denim. Contrary to the motivation of many old school denim nerds, at G-Star they like their jeans to look as they did off the shelf for as long as possible.
The fabric was developed by injecting the cotton thread with molecules of pure indigo (synthetic), and combined with a resin impregnation of the finished fabric, the fabric hardly fades and the jeans will stay raw and dark blue even with continuous wear. Also, the indigo dye will stay preserved within the cotton even after numerous washes.
However, eventually the indigo will probably wear off, but we haven’t yet seen the result of this. Maybe we’ll catch a glimpse of a worn in pair of the next Bread & Butter fair in Berlin.
This fit draws on the 3D-design ideas of G-Star RAW’s iconic and revolutionary Elwood, which you can read more about here.
Responding to a growing global consumer trends, another recent focus area for G-Star RAW is sustainability. The RAW Sustainable sub line is composed of items made of organic cotton and recycled denim, but without compromise you’ll get the same aesthetic designs and features that you know from the other product lines.
Despite the growing customer demand for sustainability, G-Star realises that it can prove quite difficult to get the consumers to pay considerably higher prices for organic or recycled products. Thus, the prices of the RAW Sustainable products are only at the most about 10% higher than their conventional denim counterparts. For instance the jeans below will retail at something like DKK 1000 (€130).
For the fall collection, G-Star RAW continues their collaboration with designer Marc Newson. The design is still clean and simple, and the indigo overdyed selvage fabric is the same. But this time a contrastive yellow zipper has been added to some of the pieces.
If you still haven’t got enough of the Dutch megabrand, you might want to read up on the history of the brand here.
Words by Thomas Bojer.