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From its conception in 1989, G-Star has
been known for its innovative and cutting edge style in the
world of denim. Pushing the boundaries, continuous
experimentation and product development has led to a strong
following worldwide. The rough, rudimentary, and raw
characteristics of the brand allows G-Star to maintain its
distinct and unorthodox style. “Just the product” has always
been G-Star’s philosophy and market approach. The development
of innovative products like Raw Denim, which has had a major
influence on the jeans market, was a natural consequence.
Since the premiere of Raw Denim in 1996, G-Star has broadened
its concept to include a newer, edgier image, appealing to all
styles, trends and ages, while keeping the product in the
purest form. Authentic details and functional attributes give
the collection a strong sense of identity. Innovation and
perfection of the product are imperative to G-Star. Each
season, the jeans-orientated collection serves as the basis of
the line, while authentic details and innovative washings are
added. The brand has seen multiple breakthroughs in the past
few years and continues to reach out to many different markets
around the world. The G-Star brand is a style of all times.
Futuristic and cautious. Far-reaching and experimental.
Alternative and traditional. G-Star is about making eccentric
combinations, and maintaining authenticity. Never one to
follow the crowd |
