G-star RAW and maarten baas refashion denim waste into

‘more or less’ by g-star raw and maarten baas at mdw2023

Denim brand G-Star RAW and leading artist and designer Maarten Baas have teamed up to create a series of thought-provoking art and design objects made from denim waste. Set to be unveiled during Milan Design Week, the ‘‘More or Less’’ exhibition explores one of the fundamental predicaments of our time: the tension and duality between the desire for more – and the need for less. The exhibition showcases a triptych of cabinets in the shape of jeans and a fifteen-meter-long private jet – all made using recycled G-Star jeans. ‘More or Less’ is open to the public from 18 to 23 April from 11 am to 5 pm in Chiesa San Paolo Converso, Piazza Sant’Eufemia 1, Milan.

all images courtesy G-Star

discover the ‘denim cabinets’ and ‘denim waste plane’

The team at G-Star approached Maarten Baas (see more here) with an initial brief to create a series of objects using new textile board material derived from recycled denim. The result is a triptych of playful ‘Denim Cabinets’ that look like pairs of jeans and can even store real ones, among other denim items. All three cabinets are made of textile board material created from recycled G-Star jeans, specially developed by Danish textile innovators Really / Kvadrat. The jeans were collected from G-Star European stores via the ‘Return your Denim’ recycling program. Moreover, visitors are encouraged to bring their worn garments to screenprint with the signature message ‘’More or Less’’ during the Milan Design Week show.

using the cabinets to store real pairs of jeans and other denim items

But the collaboration continues further. While designing the cabinets earlier this year, a second concept arose in Baas’’ mind: an imposing fifteen-meter ‘Denim Waste Plane’ likely to provoke reactions for its massive scale and the duality of sustainability issues that it represents.

‘At G-Star, we believe that there is no limit to what denim can do. 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. Yes, we are constantly aiming to reduce 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 business at the same time,’ comments Gwenda van Vliet, CMO at G-Star RAW.

the designs are both playful and functional

The ‘More or Less’ exhibition will be housed in the 17th-century church of San Paolo Converso, providing a stunning and unexpected backdrop to the provocative designs. The show demonstrates new and creative possibilities in recycling and is set to spark contemplation and discussion around the duality of the desire for more in these current times. ‘Every year in Milan, I witness the tragicomic dialogue between green design and mass consumption. 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…”,’ concludes Maarten Baas.

The ‘Denim Cabinets’, available to purchase, are made to order, with price and delivery time available on request. Even more, the ‘Denim Waste Plane’ will become part of the G-Star RAW art collection.

all three cabinets are made of textile board material created from recycled G-Star jeans