G-Star International Co., Ltd.
G-Star presents: Homegrown Denim
First denim brand to successfully grow cotton in a greenhouse ……
[Image 1: https://prtimes.jp/i/84087/51/resize/d84087-51-aa4b4d290e197288b2a3-0.jpg&s3=84087-51-1fac3a122190fa048281abe6dc85bd38-3000×1688.jpg] Amsterdam-based denim brand G-Star RAW is proud to announce its latest denim innovation, Homegrown Denim. This is a pioneering scientific collaboration in collaboration with Wageningen University Research Center and Dutch Cotton. This project, funded by G-Star, is an attempt to see if growing cotton in greenhouses could significantly reduce the global impact of cotton cultivation, which would benefit the industry as a whole. We announced the following research and survey results. 【assignment】
Cotton is an easy crop to grow, but it requires vast amounts of arable land and up to 10,000 liters of water to produce one kilogram. Also, because cotton cultivation depends on a very specific warm climate, the areas where cotton is grown are the starting points for very long and complex supply chains. What’s more, today, even as the demand for responsible cotton grows rapidly worldwide, its supply is severely lacking. To solve this situation, G-Star thought what if it were possible to grow better quality cotton anywhere, regardless of location.
“G-Star’s curiosity and drive for innovation led to a partnership with Wageningen University and Research Center to study the feasibility of growing cotton in greenhouses. Experiment could revolutionize cotton cultivation by significantly reducing water and land use, producing higher quality cotton with no chemical pesticides, and dramatically shortening the supply chain. Rebecka Sancho – Head of Sustainability, G-Star
[Research/Investigation]
They studied greenhouse-grown cotton over a six-month period at a research facility in Breiswijk, the Netherlands. We investigated the quality, yield, and fiber characteristics while comparing the environmental impact with conventional methods. Precision irrigation (a unique sustainable agricultural approach that allows plants to receive small amounts of water and nutrients at the right time and place to provide them with optimal growing conditions) and renewable We looked for ways to reduce our environmental impact, including energy, and also analyzed economic feasibility and market potential. [Results: The first Dutch greenhouse-grown cotton and its survey results] Overall, we found that growing cotton in greenhouses provides a controlled and protected environment that increases cotton
productivity, quality, and sustainability, and reduces the risks associated with outdoor cultivation.
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Here are eight key benefits we found from our research:
1. Increased yield: Greenhouses increase cotton yield. Trees can reach up to 4 meters in height, and cotton production is 5 to 23 times higher.
2. Extended growing season: The controlled environment of a greenhouse allows cotton to be harvested over a longer period than usual. 3. Weather protection: Greenhouse-grown cotton is cleaner, whiter, has minimal pollution, and is protected from weather damage.
4. Pest management: Closed environments naturally avoid pests and diseases, eliminating the need for chemical pesticides.
5. Water efficiency: Greenhouse systems can save up to about 95% water per kilogram of cotton by reusing rainwater for irrigation.
6. Soil conservation: Substrate cultivation prevents soil erosion and maintains soil fertility and health without compromising quality. 7. Local production: Greenhouses contribute to local economies and sustainability by minimizing the need for transportation and increasing community resilience.
8. Longer plant life: Greenhouse environments allow plants to be grown over multiple seasons, increasing sustainability and productivity. “What surprised us most about this study was that we were able to grow so much cotton with so little water. We could grow 5 to 23 times more cotton while using up to 95% less water. We were able to harvest cotton.” Filip van Noort – Crops Specialist, Wageningen University Research Center.
【supply chain】
Once the greenhouse-grown cotton was produced, G-Star partnered with local suppliers (listed in the credits below) to create Dutch-made jeans that, for the first time in history, could be sourced and manufactured entirely in the Netherlands. I made. All steps in cotton processing and garment manufacturing are completed in the Netherlands, from ginning (separating cotton and seeds) to spinning, weaving, sewing, dyeing, and finishing. Furthermore, we used electronic vehicles to travel between suppliers, shortening the supply chain as much as possible and minimizing environmental impact.
“This research allows us to reimagine the way the denim industry currently operates, and that is exactly what we need to do. Together, we can find new and effective ways to reduce our impact on the planet.” That’s why it was inevitable and essential for G-Star to get involved in this project and support solutions that lead to the future of denim.” Willeke Hendriks – G-Star Product Manager
【jeans】
The G-Star prototype was created from the first cotton grown in a greenhouse. The jeans are made from dyed garments and finished with G-Star trim. It will not be sold in limited quantities, but it can be lent to the press on a limited basis.
【from now】
This research and partnership could be the first step on a promising path towards more sustainable cotton cultivation. G-Star is committed to supporting the second phase of the project, and new cotton is currently being grown in greenhouses in collaboration with Wageningen University Research Center and Dutch Cotton. In this second phase, Inno Growers and substrate manufacturer Grodan have joined as new partners, and the project will move from research and research to the stage of exploring practical cotton cultivation and expanding production scale. Masu. In addition to optimizing cultivation methods, the major goal is to increase the cotton yield per square meter from 1.2 kg to 2.2-2.5 kg. As a next step, we would like to invite other industry stakeholders to collaborate and promote joint investment and scale-up of the initiative. In doing so, we aim to make an even greater impact and contribute to the restructuring of the fashion industry’s supply chain for the collective good.
Campaign: “Homegrown Denim”
To bring the Greenhouse Cotton Project to a wider audience, G-Star collaborated with award-winning illustrator/artist Christian Borstlap, who also collaborated on the 2014 Raw for the Oceans campaign. , and teamed up with creative director Joris Kuijpers. The “Homegrown Denim” animated film artistically conveys the findings through visual poetry and animation.
Campaign official site
https://www.g-star.com/ja_jp/stories/responsibility/homegrown-denim About Wageningen University and Research Center
Wageningen University & Research’s mission is to explore the possibilities of the natural world with the aim of improving the quality of life. The Wageningen University Research Center (WUR) aims to combine fundamental and applied knowledge to contribute to solving important challenges in the field of healthy food and living environments. With around 30 offices in the Netherlands, 7,600 employees (6,700 full-time), 13,100 students and more than 150,000 participants in our lifelong learning programs, WUR is one of the leading organizations in its field. An integrative approach to problems and collaboration between several departments are typical of Wageningen.
About Dutch Cotton
Dutch Cotton B.V. is a cotton manufacturer active in sustainable greenhouse cotton cultivation. The company oversees the production process from seed to ginning and ensures sustainable practices in growing cotton. Dutch Cotton’s core approach is to deliver
high-quality raw, ginned cotton to spinning mills. The originator of greenhouse cotton cultivation, together with the Wageningen University Research Center, also develops protocols for growth in cotton cultivation.
Participating partners in this project
Cotton & Ginning:Wageningen University & Research (Bleiswijk) Dutch Cotton B.V. (Amsterdam)
Spinning:Spinning Jenny (Nijverdal)
Weaving:Enschede Textielstad (Enschede)
Sewing and Trims:G-Star Headquarters (Amsterdam)
Sewing Threads: Liberty Threads (Rotterdam)
Dyeing: Blueprint Amsterdam (Lijnden)
Originals Label:EE Labels, Van Engelen & Evers B.V. (Heeze)
About G-Star RAW
Since our founding in 1989, G-Star has always reimagined denim. “Denim is not just a material, it’s an art.” Based on the philosophy of “Art of Denim,” G-Star continually pushes the limits of denim and pursues new ways of denim. doing. This means constantly stimulating and evolving our approach to craftsmanship and denim, encouraging each and every person involved to think like artists and pursue creativity, originality, and authenticity. By stepping into the realm of art and culture, G-Star transcends fashion and uniquely positions itself to continue to explore endless possibilities in the world of denim. There are no limits in the world of denim, where G-Star has carved a niche for itself. Denim respects people and the earth and gives us the strength to move forward. Over the years, G-Star has hosted truly original and unconventional artists such as Cara Delevingne, Snoop Dogg, Pharrell Williams, Marc Newson, Stephen Jones, and Arizona Muse. We have tied up with. G-Star is a premium denim brand that operates globally, with major markets in the United States, Europe, Japan, and South Africa.
More details about this release:
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