Dutch denim company G-Star Raw is aiming to keep pairs of jeans in circulation for longer, with a pilot program called G-Star Raw Certified Tailors.

G-Star gave 6 tailors in the Netherlands a "certification" demonstrating their G-Star Raw denim competence after educating them on the most typical repair requests for jeans. Customers can get their jeans repaired for free at specific locations, with G-Star covering the cost of the procedures.

Although the program is now only available in the Netherlands, it is expected to extend to other nations following its one-year trial phase. Before deciding on its expansion strategy, the brand will evaluate the number of repairs as well as consumer and tailor feedback. Each of the approved establishments may be found on the G-Star website and social media platforms.

Consumers' sustainable path includes more than simply repair services. Another option is to purchase high-quality, responsibly produced denim. G-Star is recognized for its eco-friendly operations, and in February 2018, it became the first company in the world to provide C2C Certified Gold denim fabric to the market under the name Kir Denim Organic. It has subsequently built up a large library of Cradle to Cradle (C2C) Certified denim textiles, including the C2C Certified Gold Melfort Denim O, a lightweight fabric made entirely of organic cotton.

Considering everything that goes into making a new pair of jeans, from the water used to grow cotton to the energy used to manufacture it, and everything in between, prolonging their lifetime is one of the most straightforward methods to help the environment. However, just because something is simple does not mean it is simple.

According to a recent survey from online retailer Zalando, many consumers say one thing but do another when it comes to sustainability: while 58% of people believe it is vital to mend clothing, just 23% do so on a regular basis.

Denim repairs have been championed by other manufacturers as a way to extend the lifetime of jeans and encourage circularity.