LE FUTUR DU DENIM PAR G-STAR RAW



Le jean signé G-Star Raw, conçu en phase avec les exigences environnementales et sociales du monde contemporain. Alors rédactrice-en-chef de Crash.fr, j’interviewe Frouke Bruissa, Directrice de la Responsabilité Corporate. A l’oeuvre : le bouleversement inhérent à toute marque de mode engagée vers un design responsable.

G STAR sustainable denim, crash magazine, stephanie bui, the daily couture

Un jean design et conçu en phase avec les exigences environnementales et sociales du monde contemporain :  c’est le défi que s’est lancée la marque G-Star Raw il y a dix ans. Enfin parvenue à lancer son jean écologique certifié par le Cradle to Cradle Products Innovation Institute, la marque hollandaise décidait de dévoiler son travail des coulisses de la création. En 2017, en tant que rédactrice-en-chef de Crash.fr, j’ai interviewé  Frouke Bruissa, Directrice de la Responsabilité Corporate. Une première : la marque avait accepté de s’exprimer auprès du public sur les prouesses techniques réalisées à l’occasion de cette innovation et sur le bouleversement dans sa façon de travailler inhérent à toute marque de mode engagée vers un design plus responsable.

Car une humilité s’impose : il s’agit bien d’un chemin vers plus de responsabilité et d’écologie poussé par un changement de paradigme de la création de la mode.  Saluons donc l’audace d’une marque qui ose s’exprimer sur son chemin. Comment ? En partegeant les défis, les obstacles et les accomplissements. Mais aussi ce qui reste à accomplir. De quoi la rapprocher de ses clients, au contraire des marques qui attendent d’avoir atteint la « perfection » en termes de développement durable avant de « communiquer » auprès du public. Une attente chimérique qui, hélas, cultive une culture du secret obsolète et une certaine idée du « rêve » à l’ancienne.

Le « rêve » ne gagnerait-il donc pas à se parer d’initiatives innovantes répondant aux enjeux environnementaux et sociaux ? Ancrer la marque dans son temps, n’est-ce pas là ce qui fait d’une marque sa pertinence ?

Bref, il est temps qu’arrive ce moment où nous pourrons faire connaitre l’éventail des initiatives innovantes à l’oeuvre tendant vers ce changement de paradigme de la création mode.

Ci-dessous, le début de l’article. L’interview au long cours est disponible en anglais seulement ici, sur le site de Crash.fr  : http://bit.ly/2o80Gp9

 

 

 

 

@thedailycouture

Des Expériences Couture à Paris sont proposées par the Daily Couture : immersion dans les coulisses de l’art de la fabrication de la Haute Couture et de la mode en visitant des ateliers travaillant pour les plus grandes maisons de couture, en rencontrant des professionnels de la mode…! Pour les informations : 
info@thedailycouture.com
http://bit.ly/visiteateliershautecouture

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