Do we really need the more we’ve been conditioned to crave? G-Star RAW and The Family Amsterdam are questioning this “need” in their statement at Milan Fashion Week that highlights the possibility of recycling.
The statement is a collection of artworks including a massive, 15-metre denim airplane – the symbol for consumption and a fast economy – and 3 cabinets in the shape of jeans, all designed by Baas and crafted from recycled G-Star jeans. The collection that aims to provoke thought was created with cult designer, Maarten Baas, and is housed in a public exhibition called More or Less.
The show explores one of the fundamental predicaments of our time: the tension and duality between the desire for more – and the need for less.
Maarten Baas is regarded as one of the most important designers of the 21st century, with a track record for surprising and intriguing the public. He was the obvious choice as a creative partner for a project exploring the boundaries of denim design. G-Star and The Family Amsterdam approached Baas with a brief to create a series of art and design pieces from a new textile board material derived from recycled denim.
The triptych of cabinets in the collection are both playful and functional. As well as being made from denim, and resembling a pair of jeans, the furniture can also be used to store pairs of jeans (and 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 stores across Europe via the Return your Denim program, that allows customers to return their old jeans for recycling. During the exhibition, visitors can also bring their worn garments to screenprint with the signature message, More or Less. 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.
“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 improve our impact on people and the planet, but at the same time we realise we encourage consumption as well. That symbolises the balancing act of being both a responsible and a successful brand at the same time,” stated Gwenda van Vliet, chief marketing officer, G-Star RAW.
The More or Less exhibition is being 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…”, Maarten Baas stated.
More or Less is open to the public until April 23from 11 am to 6 pm in Chiesa San Paolo Converso, Piazza Sant’Eufemia 1, Milan. Entrance is free.
The cabinets, which are available to purchase, are made to order, with price and delivery time available on request. The Denim Waste Plane will become part of the G-Star RAW art collection.
Credits:
Creative Agency: The Family Amsterdam
Production Company: Ministry of Frames
Director: Bas Goossens
DOP: Bob Alkemade
Producer: Lieve Claessens
Offline Edit: Bas Goossens
Grading & Online: de Grot
Photographer Cabinets + Portrait: Mylan Rosendaal
BTS: Mart Goossens
Audio Mix: FC Walvisch
