”
GREEN BRANDING IS MOST EFFECTIVE AS A ”SLOW BURN“ RATHER THAN A HARD, CLICHÉD SELL. BY SUBTLY INFUSING ETHICS INTO A BUSINESS BUILT ON ROI, RAW FOR THE OCEANS HAS BEGUN TO ALTER POP-CULTURE’S DNA.
The fashion world might have a reputation for being riddled with self-congratulatory systems of sycophancy, but Shubankhar Ray,
pioneering collaboration is in cooperation with The Vortex Project, a program created by sustainable platform, Parley for the Oceans.
G-Star RAW’s Global Brand Director, has never been one to fawn.
After hearing the world’s leading oceanic scientist speak
After obtaining a degree in chemistry, the former scientist became
and being organically introduced to Pharrell Williams at a Parley
disillusioned with the rigid institution. He went on to get his MBA, which
for the Oceans event last year, Ray was inspired to conceptualize
quickly turned into a lucrative advertising gig, all the while moonlighting
a solution to the paralyzing problem by raising awareness through
in the Manchester punk scene. The notable chasm between polymers
the vocal platforms of fashion. Through the exceptionally integrated
and anti-establishment rhetoric with a casual pit stop in media marketing
process that’s taken over 12 months to perfect, the Ocean’s collection
has made him an unlikely sartorial authority. In his words, each detour
is on par with the G-Star’s high-performance standards. With
has “changed his DNA.” You see, Ray’s just too busy standing at the
numerous tests, samples, and formula edits later, the garments are
intersection of science and pop-culture to be obsequious .
unidentifiable—there is no perceivable difference between denim
Since 1989, G-Star’s engineer-like approach is dedicated
manufactured from post-consumer waste and traditional cotton.
to understanding their product and consumer, taking a problem-
G-Star’s commitment to ethical production has been a
solver’s approach to purposeful design. From partnerships with
priority since 2008, when the company began experimenting with
Leica and Vitra to groundbreaking programs like RAW Gallery, a pop-
cotton alternatives. Back then, an independent auditor measured
up installation showcasing gallery style exhibitions of the runway
that 1% of their collection was entirely sustainable. Ray decided
collection and RAW Icon, which has featured notable celebrities such
to change the process from the inside out, making sustainability a
as Dennis Hopper, Benicio Del Toro, and Liv Tyler, Shubhankar has
condition for doing business by blending recycled materials they used
certainly added panache to the minimalist brand. His tenure aligns
into their most popular garments, consequently forcing retailers to
perfectly with G-Star’s examination of utilitarian solutions. Ray’s latest
sell sustainable products. As he explains it, green branding is most
progressive offering, RAW for the Oceans, is no different.
effective as a “slow burn” rather than a hard, clichéd sell. By the end
RAW for the Oceans is a long-term creative exploration,
of 2014, with the help from RAW for the Oceans, they’ll be at 20%.
where Bionic Yarn and G-Star have joined forces to innovate the
Shubankhar’s take on branding is both unexpected and
denim making process. Creatively directed by Pharrell Williams,
straightforward. He understands that in order to advance G-Star’s
Bionic Yarn develops and manufactures premium-textiles made with
mission of sustainability they have to change the industry. By subtly
fibers derived from recycled plastic bottles. The first high-performance
infusing ethics into a business built on ROI (with cool kids on the stoop
thread—which is unlike prior breakthroughs aimed solely at functional
and hallways lined with contrarians), they have begun to alter pop-
improvement—is also driven by environmental responsibility. The
culture’s DNA. A tall order, but not for an abstract-thinking futurist.
G-STAR.COM