During the last edition of Pitti Uomo G-Star has presented their debuting RAW for the Oceans collection for Autumn/Winter 2014. The project is a result of a partnership between Bionic Yarn, the Vortex Project and Parley for the Oceans, curated by music star Pharrell Williams. The collection is made from Bionic Yarn, an eco-thread of fibers derived from recycled plastic bottles.

Installation at the RAW for the Oceans debut at Pitti
Installation at the RAW for the Oceans debut at Pitti
The new collection consists of 30 items (18 for men and 12 for women) and is made of a special denim construction made of 60% cotton and 40% PET recycled fiber. “This first collection of the RAW for the Oceans initiative was made by collecting 10 tones of PET bottles scattered around in the oceans, polluting oceans and killing huge quantities of fishes that eat these left bottles,” commented Jonas Bach, Sales Manager Europe, G-Star. “Our goal is to launch another collection for s/s 2015 and clean the oceans of about a minimum of 30 tons of plastic bottles in the next two years.”

“The Bionic Yarn denims are made with this special new and raw denim, that is also earth-friendly, while meeting our own brand’s philosophy,” continues Bach. “Patterns – obtained through laser  - characterize most of the items of the collection that carry the initiative’s mascot, Otto the Octopus, which is also an element Pharrell Williams is strongly tied to.” The RAW for the Oceans collection includes jeans, t-shirts, sweats, caps, trenches, jackets and more. The fabric they are made with was developed in Far East and woven in Italy.

The RAW for the Oceans collection will be available from September 2014, through 400 customers worldwide. A big part of the collection will be sold in the US, as well as in the German, French, British and Japanese markets and at the newest G-Star concept monobrand stores.

G-star is now focusing on a series of international flagship store openings thanks to the agreement with specialized retail partner ARP. They will open a new store in Florence by the end of July 2014, to be followed by Venice and Milan in September. Further openings are soon expected in Italy (more stores in Milan and Rome, Naples, Bologna and Turin) as well as in Switzerland (Zurich, Geneva) and Spain (Barcelona, Madrid and Malaga).

G-Star operates through 6,400 stores worldwide, including 350 monobrand stores. They expect to close 2014 registering one billion USD sales.