Archroma's EarthColors selected by G-Star RAW its denim jeans

Archroma's EarthColors selected by G-Star RAW for denim jeans

10:01 AM, 30th November 2017
Archroma's EarthColors selected by G-Star RAW for its denim jeans
The three gorgeous colours available in the capsule collection: ‘Dark Plum’, ‘Asfalt’ and ‘Mazarine Blue.

REINACH, SWITZERLAND: Archroma 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 is a line of patented plant-based dyes, sourced from up to 100 percent renewable resources. Archroma developed EarthColors using non-edible waste products, from agriculture and herbal industries, to replace petroleum-derived raw materials; which are the conventional raw materials used to synthesize dyes currently.

This gives brands an alternative when looking for more natural ways of dyeing garments. 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, left over from agriculture industry or herbal extraction.

Recently the Archroma’s EarthColors were also selected by Kathmandu for its signature hoodies.

“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,” said Frouke Bruinsma, corporate responsibility director, G-Star RAW.

“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,” added Paul Cowell, global head of brand marketing, brand & performance textile specialities, Archroma.

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