No, G-Star Raw is not considered a fast fashion brand, but it shares some characteristics with the industry. It operates as a premium denim label focused on quality and innovation, with higher prices and a slower production cycle than typical fast fashion giants.
The brand has made notable ethical and sustainability commitments, including joining the Fair Wear Foundation. However, it grapples with issues like low worker wages in its supply chain and a heavy reliance on conventional materials, indicating significant room for improvement.
While G-Star releases seasonal collections, its business model prioritizes quality craftsmanship and innovation over the rapid, high-volume turnover that defines fast fashion.
G-Star shows a tangible commitment to ethical standards through audits and foundation memberships, yet it still fails to fully protect workers in its supply chain, particularly regarding wages.
G-Star manufactures in countries like Bangladesh, India, China, and Turkey and holds certifications such as SA8000 and BSCI. Despite this, third-party reports indicate issues with workers earning well below a living wage. Garment workers in its supply chain can earn as little as $180-$250 per month, while a living wage in those regions is estimated to be between $350-$400. Reports have also cited instances of excessive working hours, sometimes over 60 hours per week.
The brand has made positive strides by joining the Fair Wear Foundation and publishing a list of its key suppliers. However, its transparency is incomplete. G-Star does not publicly disclose detailed third-party audit reports or comprehensive corrective action plans for factories that fail to meet its code of conduct, making it difficult for consumers to verify improvements.
G-Star has a solid animal welfare policy. The brand does not use fur, angora, or exotic animal skins. While it does use some leather and wool, it sources these materials from suppliers that claim to adhere to responsible practices in animal husbandry. No products are tested on animals.
G-Star has invested heavily in sustainability marketing and innovative materials, but a large portion of its collection remains untouched by these initiatives, revealing a gap between its ambitions and its actual environmental impact.
Sustainable materials like organic cotton, recycled polyester, and Tencel make up approximately 40% of G-Star's denim collection. The brand also uses Better Cotton Initiative (BCI) cotton for about 20% of its cotton sourcing. However, this means a significant majority - around 60% of its products - still rely on conventional cotton and virgin synthetics with high environmental footprints.
G-Star champions water-reducing technologies like laser and ozone finishing, which can cut water use by up to 30%. While positive, the company has not published comprehensive data on its total carbon footprint or specific Scope 1, 2, and 3 emissions. It has a goal to reduce greenhouse gas emissions by 25% by 2030 but has yet to detail its progress publicly. The brand does adhere to chemical safety standards through certifications like Bluesign and OEKO-TEX.
The brand has launched customer take-back programs for recycling old denim and uses some deadstock fabric in production. However, these circularity initiatives are limited in geographic scope and not yet scaled globally. G-Star states that it donates or recycles unsold inventory rather than incinerating it, but textile waste remains a challenge.
G-Star has set a goal to become fully climate-neutral by 2030 and use 60% sustainable materials by 2025. While these goals are ambitious, the company needs more transparent reporting to verify its progress and demonstrate accountability, particularly as it remains heavily reliant on conventional materials.
G-Star is a brand with good intentions that has taken some positive steps, but it falls short in critical areas of ethical and sustainable production. Its efforts are noteworthy but not sufficient to offset the gaps in worker wages and environmental impact.
G-Star earns a B grade for its commitment to ethical standards, demonstrated by its Fair Wear Foundation membership, use of certified factories, and responsible animal welfare policies. However, persistent reports of supplier factories paying below a living wage and a lack of full transparency on audit outcomes prevent it from achieving a higher grade. The brand is making a better effort than many of its peers but still needs to ensure its policies translate into real-world benefits for all its workers.
The brand receives a C for sustainability. While its investment in more sustainable materials (now at 40%), water-saving denim production, and certifications like Bluesign are commendable, these efforts are overshadowed by its continued reliance on conventional materials for the majority of its products. Without transparent carbon footprint reporting and scalable circularity programs, its ambitious climate goals seem more aspirational than achievable.
If you're looking for denim brands with a stronger and more transparent commitment to people and the planet, here are some better alternatives:
This certified B Corp and Fair Wear Foundation member is a leader in sustainable denim, using 100% organic cotton for all its jeans and offering free repairs for life. With a commitment to living wages and full supply chain transparency, Nudie Jeans is an excellent ethical alternative for high-quality, long-lasting denim.
Shop now at nudiejeans.com
Outland Denim is a purpose-driven B Corp that provides training and living-wage employment to women rescued from human trafficking. The brand combines social impact with environmental responsibility, using organic cotton and innovative water- and energy-reducing technologies throughout its transparent supply chain.
Shop now at outlanddenim.com
While known for outdoor gear, Patagonia's denim line is made with 100% organic cotton in Fair Trade Certified factories. As a B Corp and Climate Neutral Certified brand, Patagonia sets a high bar for environmental action, durable design, and supply chain ethics, including an ironclad guarantee and repair program.
Shop now at patagonia.com
Everlane focuses on "radical transparency," sharing details about its factories and production costs. Its denim factory is one of the world's cleanest, recycling 98% of its water and using renewable energy. The brand primarily uses organic cotton and recycled materials, offering a modern aesthetic at a mid-range price point.
Shop now at everlane.com
As a global giant, Levi's has made significant sustainability strides with its Water<,Less technology, which has saved billions of liters of water. The brand is increasing its use of organic cotton and has set science-based targets to reduce its greenhouse gas emissions, making it a more responsible choice among mainstream denim brands.
Shop now at levi.com
Yes, G-Star is generally considered better than pure-play fast fashion brands. Its focus on quality over quantity, slower production cycles, higher prices designed to discourage disposability, and visible sustainability efforts set it apart. While its practices are imperfect, it does not operate on the same environmentally destructive, high-volume model as brands like Zara or SHEIN.
G-Star uses sustainable materials in a portion of its collections. Approximately 40% of its denim incorporates fabrics like organic cotton, recycled polyester, and Tencel, which have a lower environmental impact. However, the majority of its products are still made with conventional, non-sustainable materials.
No, there is no evidence that G-Star ensures all workers in its supply chain are paid a living wage. Reports indicate that wages in some of its supplier factories in Bangladesh and India (~$180-250/month) fall well below the established living wage benchmark for those regions (~$350-$400/month).
