The denim market is evolving and taking new directions mostly focused on new sustainable and longer lasting products. As part of this trend some jeans brands have started collaborating with fiber producers and manufacturers of the value chain that are especially sensitive to environmentally friendly issues.


G-Star, for instance, has recently launched a new jeans capsule collection that is available from November 2017 through selected stores and online. This line is made with denim dyed with Archroma’s Earth Colors. These dyes replace petroleum-derived materials that are conventionally used to synthetize dyes. The collection is available in three shades–“Dark Plum,” “Asfalt” and “Mazarine Blue” and obtained from nonedible parts of beetroot and saw palmetto leftover from the agriculture industry or herbal extraction.


While continuing to support sustainable causes, G-Star will also launch its new G-Star Elwood RFTPi, developed employing highly sustainable materials. This new product, whose name RFTPi stands for RAW For The Planet indigo, will be available for s/s 2018 starting February 15, 2018. It employs denim manufactured by Artistic Milliners and dyed with Dystar chemical substances which employ 70% less chemicals and no salts nor similar water-harming substances. The garments are washed by Saitex, a specialized laundry that is also committed to recycling 98% of water.


Japan Blue has just developed Shin Denim.
Photo: Japan Blue
Japan Blue has just developed Shin Denim.

As part of its environmentally friendly strategy G-Star also will gradually employ only 100% bio cotton and will employ only recyclable labels, accessories and carton packaging. For this specific project G-Star will also employ Cradle-to-Cradle “Gold” certified denims according to the Cradle-to-Cradle Products Innovation Institute.


US jeans brand DL1961 will also launch a new selection of sustainable jeans debuting for pre-fall 2018. DL1961 will be among the first partners of Lenzing to use Refibra fibers in its denim collection for a selection of the brand’s bestselling fits and washes.


Refibra fibers represent a new generation of Tencel branded Lyocell fibers made from wood pulp that contain a supplementary proportion of cotton scraps from cutting operations. Through this new project DL1961 and Lenzing continue a partnership they started in 2012 when DL1961 started using Lenzing’s Tencel Lyocell fibers in its denim.


Another denim specialist caring for the environment is Japan Blue. This Japanese denim manufacturer has just developed Shin Denim, a new indigo denim that looks and feels like any traditional indigo fabric, though it does not fade and guarantees 2.5 higher friction-resistant properties than regular denims.


The Japanese company discovered this new generation denim by developing special fabrics for school uniforms that need to last long and guarantee color fastness. Shin Denim can actually also be employed for more uses than simple apparel and jeanswear, including, for instance, home textiles, sheets and bags.

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