Pharrell Williams holding his Cradle to Cradle Gold certification. Picture: Supplied.
G-Star RAW launches its most sustainable jeans ever in S/S ’18,  the G-Star Elwood RFTPi. This jean has been developed with the first denim fabric in history to be  Cradle to Cradle Certified™ at the Gold Level by the Cradle to Cradle Products Innovation Institute,  the most rigorous certification process in the world.

By carefully analyzing each part of the denim  design process and exploring all possibilities to reduce the environmental impact at every step, the  G-Star Elwood RFTPi jean breaks new grounds in sustainable denim manufacturing.

Lewis Perkins, president of the Cradle to Cradle Products Innovation Institute, presented Pharrell  Williams, Head of Imagination at G-Star RAW, with the Cradle to Cradle Gold certification on  January 31 in Los Angeles.

G-STAR RAW Spring/Summer look for women. Picture: Supplied. 

Achieving Cradle to Cradle certification at the Gold level for the denim fabric used  is a significant leap forward for circular fashion. 

"G-Star's decision to share the fabric within the Cradle to  Cradle Product Innovation Institute's Fashion Positive Materials Library stands to be a game- changer for the fashion industry - allowing others to use the same Cradle to Cradle Certified fabric  opens the door to an infinite number of applications for this material", said Perkins.

G-STAR RAW Spring/Summer look for men. Picture: Supplied. 

Pharrell explained in his own words: “It’s a great honor to receive this recognition to create a  sustainable future. We hope that the rest of the denim industry will follow in our mission to reduce  the impact of human beings on the planet.”

The G-Star Elwood RFTPi jeans and the D-Staq RFTPi denim jacket, is  available for both men and women in stores and online.