G-Star RAW looks to the future and sustainability by inviting people to wear denim for as long as possible.

The latest G-Star Raw "Wear your denim till the End" campaign to launch the new SS22 Capsule Collection puts the quality of the materials used first. All products in the new collection are covered by an extensive warranty, and urge consumers to prolong the use of G-Star garments, for a conscious purchase in total contrast to the fast fashion craze.

Shop Now

The brand focuses everything on the sustainable production cycle, guided by the circular model of "Repair, Reuse, Recycle" by following a few points:

• Committing to making 1 million G-Star jeans by 2030 by recycling factory waste, failed or repaired garments.
• Working toward "better transparency" of the production cycle, showing the composition of each garment and the environmental impact of its component fibers.
• By hiring certified tailors who offer free repairs for garments under warranty, and turn old jeans into shorts.
• Focusing on organic, recycled, biobased or compostable products reducing greenhouse gas emissions by 50 percent by 2030.
• In using organic cotton," partnering with those working to develop organic cotton crops.

https://www.youtube.com/watch?v=lsGTYahi8ss G-Star Raw also sends a very specific message: enhance and value used denim. Wearing a long-used denim has an invaluable appeal: with its creases, small signs of wear and all the uniqueness that a garment that has adapted to your body can have. Precisely for this reason, a model that is no longer very young but as charming as a used denim was chosen for the new campaign Check out the new G-Star RAW collection in Store Urban Jungle and Online