G-Star Raw repurposes old jeans into art at Milan Design Week

The sustainability campaign includes a 15-foot denim jet

Published On
Apr 21, 2023
Designer Maarten Baas standing in front of 15 meter plane made from denim waste

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In time for Milan Design Week’s Tuesday launch, Dutch denim company G-Star Raw has teamed with creative agency The Family Amsterdam and designer Maarten Baas to present a series of artworks made from denim waste.

The campaign, “More or Less,” is launched at an exhibition that’s open to the public, in the 17th-century church of San Paolo Converso. It features a 15-foot private jet and a playful triptych of cabinets in the shape of jeans, all designed by Baas and crafted from recycled and repurposed G-Star jeans.


The aim of “More or Less” is to make a bold and eye-catching statement that highlights both the creative possibilities of recycling but also the tension between the desire for more and the planet’s need for less, according to the brand.

“In this case, we’re spotlighting what our denim waste can become, and how we can change waste material into something meaningful that stands out—and that makes you wonder and think. Because we all want more, but our planet needs less. That uncomfortable reality we all deal with,” Gwenda van Vliet, CMO G-Star RAW, said in a statement. “Yes, we are constantly aiming to improve our impact on people and the planet, but at the same time, we realize we encourage consumption as well. That symbolizes the balancing act of being both a responsible and a successful brand at the same time.”

All three cabinets are made of textile board material created from recycled G-Star jeans, developed by Danish textile innovators Really / Kvadrat. The jeans were collected from G-Star stores across Europe via the “Return your Denim” program which allows customers to return their old jeans for recycling.

“Every year in Milan, I witness the tragicomic dialogue between green design and mass consumption,” Maarten Baas said in a statement. “When G-Star approached me to collaborate, it was the perfect opportunity to focus on this relevant dilemma. After all, we are all part of the same puzzle: we enjoy our prosecco next to this private jet made from recycled materials. We are not saving the world, but are we contributing to an improvement? More or less.”

The Dutch artist delved more into the creative process behind the collection in a short film available on G-Star Raw’s YouTube channel.

The free exhibit is open to the public from April 18-23 from 11 a.m. to 6 p.m. in Chiesa San Paolo Converso, Piazza Sant'Eufemia 1, Milan.