“More or Less” Denim Waste Exhibition by G-Star RAW
and coveted artist/designer Maarten Baas!
Maarten Baas Has Been Creating with G-Star RAW Scrap Products!
Denim brand G-Star RAW and leading artist and designer Maarten Baas
has teamed up to create a series of thought-provoking designs and art pieces 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.
The art of (denim) waste
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 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 result is a triptych of cabinets that 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, which 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’.
“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.”
says Gwenda van Vliet, CMO of G-Star RAW.
More or Less? The ‘More or Less’ exhibition will be housed in the
17th-century church of San Paolo Converso. It provides a stunning
and unexpected backdrop to 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.
While designing the initial idea of the cabinets earlier this year, a second
design concept arose in Baas’ mind: an imposing fifteen-meter jet that,
like the cabinets, was built using waste denim – and which is likely to
provoke reactions. Not only for its massive scale; but for the bold statement
it makes about the duality of sustainability issues.
“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…”, says Maarten Baas.
The G-Star RAW x Maarten Baas collaboration launches on April 17, 2023
during Milan Design Week.
‘More or Less‘ is open to the public from 18 to 23 April; from
11 a.m. to 5 p.m. in Chiesa San Paolo Converso, Piazza Sant’Eufemia 1, Milan. The 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.
About G-Star RAW
G-Star RAW (1989) looks at denim differently. It’s not a fabric. It represents art. The ‘Art of Denim’ is the philosophy behind a relentless pursuit to push boundaries. It inspires their craftmanship and approach to denim. Always
taking it to another level. It pushes us all to think like artists. Striving for creativity, authenticity and following our own paths. The world of art and
culture takes G-Star beyond the realm of fashion. It gives them a unique
position in the denim landscape where they see no limits. Turning denim
into a force of progress that respects people and the planet.
About Maarten Baas
Maarten Baas’s (1978) international recognition arrived with Smoke,
his graduation project at the Eindhoven Design Academy. The collections
Clay and Real Time consolidated his name and position as an artist
making functional objects embracing a practice that is unconventional, rebellious, and playful. He has established an independent position in
the field with a multidisciplinary body of work, including product and
interior design, architecture, public art, limited editions, performance,
and art. His work is found in numerous private and major museum
collections, including the MOMA, Victoria & Albert Museum, and
Rijksmuseum, among others. With a generous dose of deception
and humor, his exhibitions often conceal surprising messages directed
at all audiences.
About Really / Kvadrat
Really/Kvadrat is partly owned by the Danish textile manufacturer
Kvadrat. Kvadrat upcycles end-of-life textiles into high-quality materials
suitable for interior projects. The materials are produced in Denmark.
The recycled denim board material used in the art objects in the ‘
More of Less’ exhibition is made from old G-Star jeans collected
from G-Star stores in Europe, where consumers can return worn
jeans through the ‘Return your Denim’ program. The material is
made up of 70% cotton, with 30% being a bio binder, the most
environmentally friendly binder available.
All of the G-Star x Maarten Baas Images images featured in this article
are courtesy of G-Star!
Stevie Wilson
LA-Story.com
If you have a question, you can email me at stevie.wilson@LA-Story.com
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