Founded in Amsterdam, G-Star offers luxury streetwear – futuristic, cautious and alternative. With a preference for raw materials, they have a passion for denim. Since our creation in 1989, G-Star’s philosophy has always been, ‘Just the Product.’
This single-minded approach has led to many denim ‘firsts’: the introduction of ‘luxury denim for the streets,’ by fusing high-level craftsmanship with street level edge to create a new denim sector; the positioning of raw, untreated denim as a wearable and desirable material; and the evolution of our distinctive denim silhouette, through the adoption of architectural and 3-D thinking into denim construction.
We have also promoted the inherent beauty of denim by creating washes and treatments that bring out its unique characteristics and qualities. Today’s sophisticated washings palette represents a full life-story, from raw, unwashed denim through deep indigo dyed to extreme bleached, with treatments adding multiple gradations of wear to create distinctive, textured garments with soul.
While G-Star will always be a denim oriented company, we understand that complementary textures and styles can help ‘frame’ denim and present it in a new light. Our Correct Line collection balances the raw edginess and street-wear influences of our core denim range with a sophisticated tailored line that emphasizes proportion, craftsmanship and detailing. The result is an all-day, every-occasion wardrobe that features fashionable cuts, luxurious materials and subtle branding in a full range of jackets, shirts, knits, dresses and skirts.
In the current climate, however, G-Star also understands the environmental need to reduce the use of conventional cotton. The RAW Sustainable program uses Organic Cotton, with its reduced levels of fertilizers and pesticides, as a base for a range of new products that contribute towards a more sustainable future without compromising on quality, comfort or design.
After more than twenty years of constant innovation, G-Star continues to push the boundaries, evolving our core DNA and challenging our designers to investigate new materials, styles and cuts – but always remaining focused on just the product.
- Colour Jeans