G-Star Raw launched the “Homegrown Denim” project on Wednesday, marking the first initiative to grow cotton in greenhouses in partnership with Wageningen University & Research and Dutch Cotton. This project aims to reduce the environmental impact of cotton cultivation globally.

The Amsterdam-based denim brand's Homegrown Denim project seeks to address the many challenges of cotton farming. Although cotton is easy to grow, it requires significant resources.

The research found that growing cotton in a controlled environment increases productivity, quality, and sustainability while reducing the risks of outdoor farming. Key benefits included higher yields, with plants growing up to four meters tall and producing up to 23 times more cotton. The protected environment allowed for longer harvesting periods and produced cleaner, whiter cotton with minimal contamination. This method also naturally reduced the need for synthetic pesticides.

Rebecka Sancho, head of sustainability at G-Star, said, “G-Star’s curiosity and drive for innovation led us to our partnership with Wageningen University & Research to study the feasibility of growing cotton in a greenhouse. This groundbreaking experiment could revolutionize cotton production by significantly reducing water usage, eliminating chemical pesticides, improving cotton quality, and drastically shortening the supply chain.”