G-Star presents: Homegrown Denim

G-Star unveils its latest denim innovation ‘Homegrown Denim,’ a pioneering scientific collaboration with Wageningen University & Research and Dutch Cotton. This experiment, funded by G-Star, explores how greenhouse-grown cotton could help drastically reduce the impact of cotton growing worldwide, and presents these findings for the benefit of the whole industry. The results are outstanding.

With greenhouse-grown cotton in place, G-Star joined forces with local suppliers to develop the first ever fully locally sourced and manufactured jean. Every aspect of cotton processing and production of the garment was completed within the country, from ginning and spinning to finishing, creating the shortest possible supply chain with the least impact. The findings are available on G-Star.com for the benefit of the entire sector.

The campaign
The research has been translated into an artistic, striking campaign launching worldwide today. Creative director Joris Kuijpers developed this campaign together with visual artist Christian Borstlap and the G-Star Atelier. Borstlap previously worked with the brand on the 2014 'Raw for the Oceans' campaign.

“It wouldn’t be a G-Star campaign if it wasn’t artistic and unusual. Christian Borstlap is a true artist, and he did a fantastic job on this, together with the G-Star Atelier.” - Joris Kuijpers

“What made this project special was the total creative freedom. Not only did we influence the script, but we also created the music and images ourselves, tailoring them especially for this project." - Christian Borstlap

THE RESEARCH

The Challenges
Cotton is an easy crop to grow but requires a lot of agricultural space and can take up to 10,000 liters of water to produce 1 kilo of cotton. Besides this, cotton growing also relies on a very specific warm climate, making cotton fields the starting point of a long and complex supply chain. To add to these challenges, the global demand for responsible cotton is growing rapidly, but there is a huge shortfall. What if cotton could be grown better, anywhere?

The Research
For six months, a crop of greenhouse-grown cotton was studied at a research facility in Bleiswijk, the Netherlands. The research examined quality, yield, and fiber properties, comparing its environmental footprint to traditional methods. Strategies like precision irrigation and renewable energy were explored for reducing impact, with economic viability and market potential also analyzed.

The Result: The First Dutch Greenhouse-Grown Cotton With Findings
Overall, it was discovered that growing cotton in a greenhouse provides a controlled and protected environment that boosts crop productivity, quality and sustainability, and lowers the risks that come with outdoor growing.

Here are the top 8 benefits that were found:

1. Increased Yields: Greenhouses boost cotton yield potential, with plants growing up to 4 meters tall and producing 5 to 23 times more cotton.
2. Extended Growing Season: Controlled environments in greenhouses enable cotton harvesting until for longer than usual.
3. Weather Protection: Greenhouse-grown cotton is cleaner and whiter, with minimal contamination, and is shielded from weather damage.
4. Pest and Disease Management: Enclosed environments naturally deter pests and diseases, eliminating the need for synthetic pesticides.
5. Water Efficiency: Greenhouse systems can save up to approximately 95% of water per kilo of cotton by using recycled rainwater for irrigation.
6. Soil Conservation: Substrate cultivation is soilless and therefore prevents soil erosion, preserving fertility and health without compromising quality.
7. Localized Production: Greenhouses support local economies and sustainability by minimizing transportation needs and enhancing community resilience.
8. Prolonged Plant Lifespan: Greenhouse environments enable multi-seasonal plant cultivation, improving sustainability and productivity.

The full report can be downloaded at www.g-star.com/homegrown-denim

“The biggest surprise for me in this research was how much cotton you can grow with how little water. We were able to harvest 5 - 23 times as much cotton with up to 95% less water.”
Filip van Noort – Crop Specialist Wageningen University & Research

The Supply Chain
With greenhouse-grown cotton in place, G-Star joined forces with local suppliers (listed below in credits) to create the first ever fully locally sourced and manufactured jean. Every aspect of cotton processing and production of the garment was completed within the country, from ginning (separating cotton from its seeds) to spinning, weaving, sewing, dyeing and finishing. In addition,
G-Star used electric vehicles between suppliers, creating the shortest possible supply chain with the least impact.

The Jeans
G-Star prototypes were created from the first greenhouse-grown cotton harvest. The jeans were garment dyed and finished with G-Star trims. The limited pieces are not for sale, but will be available exclusively for press usage.

The Future
This research and collaboration could be the first step in a promising journey towards more sustainable cotton growing. G-Star has committed to support the next phase as well, for which new cotton is currently being cultivated in the greenhouse facility in collaboration with Wageningen University & Research and Dutch Cotton. Two new partners, Inno Growers and substrate company Grodan are part of this next phase as well to transition the research efforts into practical cultivation and scale up production. In addition to optimizing growing methods, the primary goal here is to enhance cotton yield per square meter, aiming to increase it from 1.2 kg to 2.2-2.5 kg. Future steps after that phase would involve inviting other industry stakeholders to join forces, co-invest, and amplify efforts – generating substantial impact and contributing to reshaping the fashion supply chain for the collective good.