A fortnight ago I was at the premiere of a new short film created by i-D and directed by Jake Sumner for G-Star’s RAW For The Ocean campaign. A project that has incredible integrity and the CSR focus to actually make a sustainable difference. A lot of you know that with Ada + Nik, we work in a sustainably intelligent way and that when we decided to create a concept back in 2013, there was no question about this being at the forefront of our mission. It is great to see a commercial and style driven brand such as G-Star developing this programme, pioneering the use of Bionic Yarn and diving into the issue of the ocean plastic.
We all talk about the Stone Age, the Iron Age and the Bronze Age, but what era are we living in right now? People are starting to refer to us as the – far less romantic – Plastic Age. We make 288 million tonnes of plastic a year, and unlike paper, metal, glass or wood, it does not oxidise or biodegrade, instead it ends up in our oceans, making the ratio of plastic to plankton 100:1. The way to make use of The Great Pacific Garbage Patch? Bionic yarn. Co-designed by Pharrell, G-Star’s RAW for the Oceans collection is the world’s first denim line created from plastic that has been fished out of the big blue and recycled. Find out how we can pick 700,000 tonnes of plastic up off the sea floor in our documentary, made possible by G-Star, The Plastic Age.
