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G-Star RAW selects Archroma’s EarthColors for capsule collection of denim jeans

Archroma, a global leader in colour and specialty chemicals, announced its first-ever collaboration with G-Star RAW. G-Star RAW recently introduced a new capsule collection of denim coloured using Archroma’s EarthColors, a range of dyes made from recycled plant waste.

Archroma’s EarthColors range recently came into the limelight for being awarded the Gold Winner of the OutDoor Industry Award 2017, Sustainable Innovations category.

Archroma’s EarthColors is a line of patented plant-based dyes, sourced from up to 100 per cent renewable resources. The company developed EarthColors using non-edible waste products from agriculture and herbal industries to replace petroleum derived raw materials which are currently the conventional raw materials used to synthesize dyes. This gives brands an alternative when looking for more natural ways of dyeing garments and become more eco-friendly.

The three gorgeous colours available in the capsule collection, ‘Dark Plum’, ‘Asfalt’ and ‘Mazarine Blue’, are made from the non-edible parts of beetroot and saw palmetto that is the left over by-product from agriculture industry waste or herbal extraction.

The collection is available November 1, 2017, and is available online.

Frouke Bruinsma, Corporate Responsibility Director, G-Star RAW exults, “As denim innovators we’re always striving to challenge conventions – both in terms of style and future-proof processes. The introduction of EarthColors into G-Star’s jeans’ collection represents a successful collaboration with Archroma and the embodiment of our sustainable mindset which guides our product design from start to finish.”

` Paul Cowell, Global Head of Brand Marketing, Brand & Performance Textile Specialties, Archroma announced, “G-Star is the very first denim brand to collaborate with Archroma to create a collection of coloured jeans. By doing so, we hope they will inspire more denim brands and retailers to switch to sustainable dyeing ingredients that, like EarthColors, allow creating gorgeous colours – and at the same time are so much gentler on our planet. Because it’s our nature.”