G-Star Raw

From its conception in 1989, G-Star has profoundly influenced the fashion industry. The driving force behind one of the most significant and lasting trends in street-wear, G-Star’s rough, rudimentary and raw aesthetic gives the brand a distinctive and unorthodox identity which has led to a loyal following worldwide. G-Star’s “just the product” attitude permeates the brand and is responsible for continuous innovation, most famously launching raw denim in 1996 and dramatically influencing the market as a consequence. More recently, G-Star have broadened their concept, updating the brand with a more contemporary, edgy image, and fusing their signature denim look with a more sartorially elegant style, all the while staying true to the authenticity and functionality that underpins the G-Star brand.