G-Star RAW: Brand in Focus
By Steven R Russel

Since 1989 one thing has been at the core of the G-Star brand -'Just the Product'. This single-minded approach has forged them as a principal denim brand and enabled them to lead the market; fusing high-level craftsmanship with a street wear edge to transform untreated denim into a wearable and desirable material. Since starting out in the Netherlands, they have established a global foothold with flagship stores located in New York City, San Francisco, Los Angeles, Edinburgh, Australia and the most luxurious shopping street of Amsterdam, the P.C. Hooftstraat. In total, G-Star has more than 6000 selling points worldwide.The premiere of its RAW denim line in 1996 has attributed to much of the brand's success and has led to the number "96" being sewn into numerous G-Star products as a mark of respect for the year that this signature line was introduced.

While always remaining a denim orientated company they have turned out lines such as the Correct Line collection which finds the balance between raw edginess and street wear influences of the core denim range with sophisticated tailoring that emphasis's proportion and craftsmanship.

What sets them apart from their competitors is their commitment to supporting communities in the countries that are responsible for the manufacture of their products. The RAW Sustainable program uses organic cotton - with reduced levels of fertilisers and pesticides -as a base for a range of new products, creating a sustainable, responsible future without sacrificing on quality, comfort and design. So now you can not only have the look you're after but also feel good about your purchase too.

G-Star has also positioned it as a sought after celebrity endorsed brand, cementing this by having a celebrity be the face of G-Star for each year or new collection. In previous years they have famously had Liv Tyler, Josh Belmonte and most recently Gemma Arterton front their advertising campaigns and support the image of the brand. They have also teamed up with niche fashion brand Vice Style in recent years to produce videos to promote new lines and in doing so tapping into a ready-made audience of tastemakers. It is this two-pronged innovative approach to collaboration and product manufacture that has kept them at the forefront of the game.

After more than twenty years of constant innovation, G-Star continues to push the boundaries - challenging their designers to investigate new approaches, new materials, styles and cuts but always remaining focused on the product.

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