Denim label G-Star Raw has launched a pilot programme, G-Star Raw Certified Tailors, to conduct free repairs for G-Star jeans from customers. The service is available at select locations in the Netherlands, with plans to expand the programme worldwide. The brand will also foot the bill for all repairs done under the programme.
G-Star Raw has selected six Dutch tailors and is training them on some of the most common jeans’ repair requests like broken zippers, open stitches and button restorations. The selected tailors have also been certified by the brand indicating their G-Star Raw denim expertise. The goal of the programme launched by the Dutch brand is to increase longevity of their jeans, keeping them in rotation for longer. The denim label will review the number of repairs along with customer and tailor feedback to measure the success of the programme and accordingly expand to other locations.
While the move proves to be a step towards a more sustainable denim business, this is not the first time the Amsterdam-based brand has made news in the sustainability space. In 2018, it also became the first company from across the globe to bring Cradle to Cradle Certified Gold denim fabric into the market, Kir Denim Organic. The new denim fabric was used to make a denim collection using clean indigo dyeing processes, eco-friendly sustainable washing techniques, as well as responsibly sourced and organic materials.
Image Source: G-star.com