G-Star have teamed up with Wageningen University & Research and Dutch Cotton to launch Homegrown Denim -  to explores the use of local greenhouse-grown cotton to reduce the environmental footprint of cotton farming worldwide.

"Not only is growing cotton in a greenhouse possible, but it also provides a controlled and protected environment that boosts crop productivity and quality, while using significantly less water and land. With greenhouse-grown cotton in place, we’ve joined forces with local suppliers to make the first ever fully locally sourced and manufactured jean and create the shortest possible supply chain with minimal impact."