GStar | Source Denim


 Just the product



Attention to their social and environmental responsibility goes beyond “just the product”. The clue is in the name – RAW! The brand started by marketing only RAW (unwashed) products in order to not only tap into fashion denim but also to promote denim produced with minimum chemicals and water.

Although the product has gone way beyond the raw concept, G-Star still remain committed to being responsible producers of what has been historically a very dirty product for all who produce both denim and jeans.

Along with collaborator Pharell Williams, G-Star launched the RAW for the Ocean collection. The products in the collection are all derived from ocean plastic which is broken down and woven with other materials to create the fabrics. The fabrics are developed in collaboration with textile company Bionic Yarn and environmental group Parley for the Oceans – an initiative that raises awareness and encourages creatives to repurpose ocean waste.

The four pillars of G Star responsibility are : Responsible supply chain – making sure their suppliers adhere to international law and social responsibilities. Making an environmentally sustainable product. Adhering to sustainable operations within their manufacturing facilities. Community involvement in their locations of manufacture.

Since 2011 G Star have a partnership with MADE-BY which is a multi stake holder organisation supporting brands in implementing strategies to improve environmental and social conditions in the fashion industry. 


Comfortable. Durable. Sustainable. That’s better denim.

Denim that is “built” tough enough to last whilst being gentle on the planet and the people.

Denims used by SOURCE are produced using biodegradable materials replacing all harsh chemicals in denim production. SOURCE Denim boasts a 50% less chemical, water and energy use in every pair of jeans. All jeans are 100% organic cotton. None of SOURCE jeans are laundry pre-processed with no artificial distressing, washing and chemical treatments.  All are sold raw for self wearing in. This means that the water and chemical usage in SOURCE jeans is minimal. The cuts and fibre blends are designed for easy wear for an active lifestyle.

SOURCE denim jeans are made in their family owned workshop in LA which supports more than 100 workers all working under international health and safety guidelines. They collaborate with environmental associations for a better planet. SOURCE Denim gives support to: International Rivers Association – ensuring quality and quantity of water and the Washington Trails Association – helping to keep he trails clear and environment clean. 


Brand Spotlight - ALYFE 

As we explore performance denim this month, we have taken the opportunity to showcase a technical denim brand born from lifestyle choices, experiences and the love of living life. 


ALYFE's concept is to fuse form and function and inspire adventure in everyday life. They have created jeans to perform and let you live your active life. Working closely with one of the world's most creative and advanced denim mills and an innovative Turkish factory they have pushed the boundaries of product innovation. Tried and tested vigorously in active lives along with varying climates and environments, ALYFE jeans have been engineered with a perfect fit and clever hidden performance benefits. Currently their collection has been separated into 3 categories of technology; For Living, For Loving and For Lunatics.

Launching in Spring 2017, For Living, provides clever technology for every day life. The fabric has a water repellent coating providing protection from rain and dirt - the high tech coating increases surface tension allowing raindrops to run off the surface easily. While fibres in the denim respond to the body's fluctuating temperature allowing cooling or heating to regulate your body's temperature along with an anti bacterial finish to minimise the need for washing, thus prolonging the indigo colour and features of your jean. Cotton and elastane combine with polyester to give enormous stretch and movement but with massive recovery. 


For Loving created for well being and body enhancing technology - they are the jean that hugs you back. A micro encapsulated coating is a new multi-ingredient active that synergises the benefits of aloe vera, Vitamin E, jojoba oil and creates a sense of well being. While their special finish has skin-smoothing effects, and is absorbed easily into dry skin, it also helps protect and repair skin damage whilst re-mineralising, re-balancing and moisturising. The vitamin E preserves skin from premature ageing. A perfect combination of cotton elastane and polyester has been designed to shape and slim your silhouette and maximise movement. The women's jean comes in a sophisticated dark and a heavily laundered vintage wash, with a high rise slim shape. These jeans have power stretch with excellent recovery. Which means we don't have to worry about dreaded baggy knees! 


For Lunatics provides tough performance technology for adventure. The lunatic jeans come in two fabrics; NANO their strongest and most repellent jean yet and COAT OPC a unique black coated thermo regulating jean. Thermo regulating properties combine with nano water repellency, anti stain and tough fibres along with an anti bacterial finish to minimise the need to wash. For those who want a tougher jean that can react to any environment these two innovative fabrics deliver outstanding performance and comfort. All this clever technology is combined in a fabric with just enough stretch to really aid freedom of movement in all directions. Durable stretch fibres provide excellent recovery properties ensuring the silhouette of the jeans is never compromised. Both jeans come in a slim tapered fit for a street smart silhouette, with the back rise extended and contoured to provide better coverage while active, with additional secure belt loops on the back waistband for extra security. 

A fun feature across all the ALYFE jeans that we love here at The Denim Eye is the clever reflective details - the brands A logo is stitched on the centre back waistband, and the back pocket so when you are scrambling to find your jeans in your dark tent just flash your torch and your ALYFE jeans will illuminate making them easy for you to locate. While a reflective A logo on the turn ups are perfect for all those cycling commuters.