Since G-Star RAWs creation in 1989, the 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 G-Star’s distinctive denim silhouette, through the adoption of architectural and 3-D thinking into denim construction.
Next to our outstanding innovative designs, G-Star RAW is also known for high empathy concerning our role and responsibility within fashion: G-Star acknowledges the need to look into sustainable solutions, and thus carefully considers the materials used for our products.
As an example, G-Star launched the ‘RAW FOR THE OCEANS’ line, made from recycled ocean plastic and curated by Pharrell Williams, who is the co-owner of G-Star RAW since February 2016. G-Star is a thriving international brand with an independently minded and forward thinking company, that will be the definitive jeans brand of the 21st century.