Cover: Ethical? G-Star has it covered

By Jo Phillips


We’ve heard of Bionic legs, bionic fuel, bionic skin and the latest technological development is bionic yarn.  As the issue of ocean plastic grows (if you were unaware, each year alone, three times as much rubbish is dumped into the ocean as the weight of fish caught) the need to find a workable solution also increases. Earlier this year San Francisco took a revolutionary step by banning the sale of single serving water bottles on city property which is certainly proactive and should be both replicated and commended. But what if we could recycle old plastic into a fashion forward wearable fabric?

At .Cent we are lovers of new tech fabrics and the creative and forward thinking uses for new materials in fashion and industry.  To this end we tip our hats to G-Star Raw and their RAW for the Oceans collection for Autumn/Winter 2014. In partnership with Bionic Yarn, the Vortex Project, Parley for the Oceans and curated by Pharrell Williams, the collection is made from ground-breaking Bionic Yarn – an eco-thread of fibres derived from recycled plastic bottles. Fittingly from the innovative denim brand, the range will include the first ever denims woven from Bionic Yarn.

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The RAW for the Oceans collection is the forefront of sustainable fashion. Environmental organisations Sea Shepard Conservation Society USA and Plastic Pollution Coalition, amongst others, highlighted the seriousness of plastic in our oceans at a press conference held at the American Museum of Natural History in New York on 8th February by G-Star and partners. G-Star has joined forces with its partners, using ground-breaking technology to not only retrieve plastic from the oceans, but transform it into a new generation of denim. This first collection of the RAW for the Oceans initiative has already innovated over 10 tonnes of the problematic ocean plastic. Just to repeat that is over 10 tonnes!!!

Now couple this initiative that has an octopus as a mascot and the ‘happy’ über talented Pharell Williams then this project only gets more appealing. A standout piece of the men’s range is the A-Crotch Trench, a modern trench coat cut from the striking printed, Bionic Yarn raw denim. For women, the Fallden Bomber is a go-to piece for Autumn/Winter – transforming the printed denim into a wardrobe staple.



See below for our pick of some other lovely denim jeans.

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