We are always open to finding new ways of working together. Anything we come up with in terms of eco-responsibility, we are more than happy to share. I think that, in order to improve, you have to be capable of sharing. You simply need to be ahead of the field. When everyone is on to a solution, you must have already turned to the next issue. This is why we love innovation.

We partnered with Circle Economy with the ambition to investigate further the potential for closed loop business models for G-Star. The Circle Economy assessment was critical for us because we wanted to understand the business case of high value recycling of G-Star returned inventory goods. As a result, we now have a better understanding of the process and can take informed decisions in closing the loop of these goods.

What happens to your shoes after you’ve worn them out? You throw them away – except there is no away. There are only landfills and incinerators and ultimately an atmosphere choked with excess carbon, or oceans filled with plastic waste. The next step is to end the concept of “waste” entirely. Our dream is that you can keep wearing the same shoes over and over again.