Greenpeace members and supporters can only be glad to hear that G-Star, the internationally acclaimed Dutch denim brand, has finally agreed to let go of its toxic ways and embrace a greener working agenda.
More precisely, this urban clothing manufacturer has finally agreed to get behind Greenpeace's Detox Fashion campaign and clear both its products and its supply chain of any hazardous chemicals that constitute a threat to public health and to the environment.
According to the official website for Greenpeace, this is by no means the first time when G-Star promises to keep a closer eye on its ecological footprint. Still, this seems to be the first time when the company actually means what it says.
As Greenpeace puts it, “The announcement is all the sweeter if you consider that just weeks ago the brand was unwilling to improve upon its earlier – March 2012 - rather half-hearted 'commitment'.”
“This old offer lacked many of the elements that their new Detox commitment contains: namely, concrete dates for eliminating the worst chemicals, and a transparent process for how the brand will move from its current polluting practices toward toxic-free fashion,” the organization goes on to explain.
All things considered, it looks like G-Star will be completely hazardous chemicals-free as early as the year 2020.
Thus, Greenpeace and other similar organizations will no longer be able to hold it accountable for contaminating natural ecosystems with toxic, hormone-disrupting and cancer-causing chemicals.
As well as this, the company is to also spend a considerable amount of resources on raising awareness with respect to how important it is for the international fashion industry to be as environmentally friendly as possible.
“For too long the fashion industry has been unscrupulously polluting waterways around the world with hazardous chemicals used to print, dye and wash our clothes,” Greenpeace says.
Hopefully, companies such as GAP, Calvin Klein and Jack Wolfskin will soon follow in G-Star's footsteps.