No, G-Star RAW is not a fast fashion brand. Its business model is built on slower, seasonal production cycles, premium pricing that reflects higher quality materials, and a focus on creating durable, innovative denim rather than rapidly replicating fleeting trends.
While G-Star shows a genuine commitment to improving its ethical and environmental footprint, with commendable initiatives in materials and factory standards, it still faces challenges with supply chain transparency and ensuring living wages for all workers. Here's a detailed breakdown of its practices.
Unlike fast fashion giants that pump out new styles weekly, G-Star RAW operates on a more traditional and considered fashion calendar, prioritizing quality and design innovation over sheer volume and speed.
G-Star RAW has made notable public commitments to ethical practices, evidenced by its B Corp certification, but it falls short in providing the radical transparency needed to fully verify all its claims.
G-Star operates with core suppliers in Turkey, Morocco, and Tunisia and states that it uses third-party auditors like Sedex and amfori BSCI to monitor conditions. However, reports highlight persistent gaps between wages paid and the calculated living wage. For instance, some garment workers in Turkey reportedly earn around $180/month, while the estimated living wage is closer to $350/month.
While the brand is a member of the Fair Wear Foundation and publishes general information about its sustainability work, it does not provide a complete public list of its manufacturing partners or detailed audit results. This lack of full transparency makes it difficult for consumers and watchdog groups to independently verify that its standards are being met across the entire supply chain.
G-Star RAW has a decent animal welfare policy, stating it does not use fur, angora, or exotic skins. It uses some leather sourced from tanneries compliant with Leather Working Group standards and sources wool from suppliers using the Responsible Wool Standard (RWS), though coverage is not 100%.
G-Star RAW's identity is closely tied to sustainable innovation, and it has made significant progress in materials and production processes. However, these positive steps are balanced by its continued reliance on conventional materials for a large part of its collection.
The brand has made real strides here, with about 40-50% of its collections incorporating sustainable materials like organic cotton, recycled polyester, recycled ocean plastics (GRS certified), and Tencel. However, this means a significant portion of its products are still made from conventional cotton and virgin synthetics, which have high water, chemical, and carbon footprints.
G-Star is a certified B Corp, meeting high standards of social and environmental performance. It invests in water-saving technologies like ozone washing and reports reducing water consumption by up to 50% in some denim washes. The company has a goal to reduce its scope 1, 2, and 3 emissions by 30% by 2025 (from 2019 levels) and had achieved a 15% reduction according to recent reports, showing moderate but tangible progress.
Through its "Re-Design" program, G-Star encourages customers to return old items for recycling, and its focus on durable design inherently fights the throwaway culture. However, these circularity programs are still relatively small-scale and lack the broad impact of a brand-wide take-back or resale system.
G-Star RAW is worlds away from fast fashion, making a verifiable effort to be a responsible brand. While it is a better choice for consumers, its work is far from done, particularly in the areas of supply chain transparency and achieving a fully circular and sustainable material portfolio.
G-Star earns a B for its B Corp certification and membership in groups like the Fair Wear Foundation, which demonstrates a clear commitment to an ethical framework. However, it is held back from a higher grade by its failure to provide full supply chain transparency and ensure confirmed living wages are paid to all workers in its partner factories, not just the legal minimum.
The brand receives a B- for its genuine innovation in materials and water-saving production processes, with nearly half its products containing more sustainable fibers. The grade is tempered by its continued use of a high percentage of conventional materials and the limited scale of its circular programs, which have yet to fundamentally alter its overall environmental impact.
If G-Star RAW's performance on transparency and sustainability doesn't fully meet your standards, here are several denim brands that offer similar styles with even stronger commitments.
This Swedish brand is a leader in sustainability, using 100% organic cotton for its denim and offering free lifetime repairs to extend the life of every pair. Nudie Jeans provides radical transparency with a public supplier list, Fair Trade certifications, and a business model that prioritizes longevity over trends, with price points from $100-$200.
Shop now at nudiejeans.com
MUD Jeans is built entirely on a circular economy model, specializing in jeans made from organic and recycled cotton. The B Corp famously pioneered a "Lease a Jeans" system and guarantees every pair is recycled at end-of-life, eliminating waste.
Shop now at mudjeans.eu
Known primarily for its outdoor gear, Patagonia's Fair Trade Certified denim is some of the most responsible on the market. The brand, a certified B Corp and 1% for the Planet member, uses organic cotton and innovative dye processes to minimize water use and backs every product with its Worn Wear program for repair and resale.
Shop now at patagonia.com
Everlane is known for its stylish basics and offering radical transparency into its factories, costs, and sourcing. The B Corp certified factory in Saitex reuses 98% of its water. It prioritizes Fair Wage commitments and traces raw materials back to the farm.
Shop now at everlane.com
An eco-conscious collection within the iconic Levi's brand, WellThread focuses entirely on environmental impact. Every item is designed with circularity in mind, made from single-fiber materials that are easier to recycle, using Water
Shop now at levi.com
G-Star is a premium, not luxury, brand. High-quality denim and innovative designs are pricier than fast fashion but not at the same price point as high-fashion designer houses.
The name "RAW" refers to the brand's historic concentration on untreated and unwashed denim, embodying the philosophy of embracing materials in their natural, unaltered form.
G-Star has shown commitment to becoming a B Corp, increasing its use of sustainable materials to almost 50%, and setting carbon reduction goals. While progress is steady, there is room for improvement, especially regarding living wages and further transparency.
