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. 

Denim Muse Monthly - Alexa Chung

This month while we hang on the "edge of cool"  who better than the eternally cool Alexa Chung to feature as our first denim muse. A bonafide style icon of her generation, Alexa Chung has been influencing a generation with her distinctive and classic style choices.  

Alexa is a denim lover like us here at The Denim Eye, and joins us in our belief that denim is the cornerstone of any wardrobe - from wardrobe staple skinnys to vintage cut offs and effortsley cool pinafores we've seen her in it all. Her flare and influence for style, saw her move into design with SS15 hailing the launch of her first denim collection in collaboration with L.A. based denim brand, AG Jeans. Chung created a collection of cool collection of 21 pieces, creating in her words her "dream denim wardrobe". 

Salutations to this British denim style icon. 

Close Up: Purist - Japanese Denim

Niche Japanese denim brand Kioto uses raw rigid denim for you to personally wear in.  Do not wash for as long as possible - even up to a year.  The denim will wear in naturally with the starch dissipating over time and the indigo wearing off in the shape of your body.  Making the jeans perfectly yours.