지속 가능을 위한 지스타로우의 데님 아트 프로젝트 유형과 가치

Abstract

Background Denim is part of the daily lives of people around the world, but it is considered a major cause of environmental pollution. However, in the era of sustainability, denim brands are responding through various measures such as eco-friendly methods, technologies, and recycling. This study identified cases of denim art projects developed by G-Star Raw to explore the sustainability of denim, and illuminated their types and values. Methods First, the denim industry for sustainability, the brand spirit of G-Star Raw was reviewed in the literature. Second, the case study is a content analysis by type of art project that G-Star Raw has conducted since 2013. Third, the value reflected in G-Star Raw's denim art project was derived by synthesizing the results of the brand spirit and case analysis. Result G-Star Raw's denim art project types were divided into exhibitions and performances, art platforms, product collaborations, and NFT and AI utilization. Although there are some differences depending on the type, it served as a place for experimentation to challenge the limits of denim and seek innovation through various collaborations as well as within the brand. In addition, recycling of discarded denim, use of eco-certified denim, and efforts to reduce water or chemical use are common. These projects have value in that they function as a fusion art of tradition and innovation based on craftsmanship, break away and expand the boundaries of denim in connection with the overall culture and arts, and seek creativity for a sustainable future of denim and strengthen the brand spirit. Conclusion Through this study, it was possible to confirm the future of sustainable denim and the possibility of boundary expansion. In the future, it is expected that sustainability will continue sincerely from a creative and innovative perspective and spread through active public interest and participation.