From Plastic to Typeface: Retype’s Collaboration with G-Star

A few years ago, we were commissioned by the denim fashion company G-Star to develop a custom typeface for their campaign Raw for the Oceans. This initiative introduced an innovative fabric made from recycled plastic recovered from the sea, later used in the production of G-Star’s denim garments. The project aimed to raise awareness about ocean pollution while promoting a more sustainable approach to fashion.

In collaboration with in-house designers Patricia Varella and Renée Ramraj, Retype created an exclusive alphabet that played a central role in the campaign’s visual identity. The typeface was conceived not only as a functional communication tool but also as a carrier of meaning, reinforcing the environmental message behind the project. Its design reflects a balance between clarity and character, supporting the campaign across different media and applications.

Developing a bespoke font for Raw for the Oceans required translating concepts such as sustainability, transformation, and material reuse into typographic form. The result is an informal and playful design that aligns closely with G-Star’s brand language while contributing to a broader narrative about responsible production. This collaboration highlights the role of custom typography in shaping contemporary brand communication and addressing global environmental concerns.