G-Star RAW
G-Star RAW is a pioneering Dutch fashion brand known for its innovative approach to denim and sustainability. With a commitment to "Just the Product," G-Star combines cutting-edge design with high-quality craftsmanship, producing raw and authentic apparel that transcends traditional fashion boundaries.
The company's dedication to sustainability is exemplified by its initiatives such as RAW for the Oceans, transforming ocean plastic into fashion, and its ongoing efforts to reduce environmental impact throughout the production process. G-Star RAW is a global icon of urban style, offering fashion-forward individuals a unique blend of creativity, quality, and conscious fashion choices.
Role: Creative Direction, Copywriting.
This collection made from recycled ocean plastic was the culmination of a long-term collaboration between G-Star RAW, Parley for the Oceans, Pharrell Williams, and Bionic Yarn. As Creative Director within the G-Star team, we developed the communication concept and film for RAW for the Oceans.
Background
Around 100 million tons of plastic are produced every year. About 10% ends up in the oceans. This plastic pollution affects the environment in many ways, with birds, marine mammals and fish all killed as a result. In an effort to solve the problem, G-Star RAW collaborated with Parley for the Oceans and Bionic to create the world's first denim collection made from ocean plastic. Parley retrieves the plastic from the ocean, from which Bionic makes the yarn. Turning that yarn into denim meant G-Star had to revise its entire manufacturing process, from its mills to its fabric specialists and designers. The result is the RAW for the Oceans collection, which allows people across the world to express their concerns about ocean pollution by wearing it. With Otto, the campaign mascot, integrated into the design, Bionic creative director Pharrell Williams helped ensure the collection looked and felt just as beautiful as regular denim. The first collection contained 33% reclaimed plastic. The initiative is the long-term action that will see Bionic Yarn integrated into continuing product lines.
