G-Star RAW
Fun fact: G-Star started in 1989 under the name Gap-Star and later changed it to avoid confusion with the American brand Gap.
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What is G-Star RAW known about?
G-Star RAW was founded in Amsterdam in 1989, by Jos van Tilburg among others. The brand started out under the name Gap-Star and, from the Dutch capital, initially focused on the Dutch and Belgian markets. When it went international, the name was changed to G-Star to avoid confusion with the American brand Gap.
Raw denim as a signature
What G-Star is known for above all is raw denim: denim fabric that comes straight from the factory, unwashed and untreated. The brand introduced these jeans in 1996. In 1991 G-Star began working with the French jeans designer Pierre Morisset, which led among other things to the G-Star Elwood in 1996, a design that marked a breakthrough for the brand. According to the brand itself, G-Star was also the first with anatomically shaped 3D jeans.
Military influences
Many collections are inspired by vintage military clothing from all kinds of countries. You can see that influence in rugged fabrics, functional details and tough silhouettes, alongside a wide range of jeans, jackets, shirts, shoes and accessories for women and men.
Collaborations and innovation
- In 2014 G-Star launched "RAW for the Oceans" with Pharrell Williams and Bionic Yarn, denim made from recycled ocean plastic.
- In 2018 the brand introduced a denim fabric with Cradle to Cradle Certified Gold certification.
- Other collaborations included Jaden Smith, Max Verstappen and Walter Van Beirendonck.
The headquarters in Amsterdam, on the Joan Muyskenweg along the A10, was designed by Rem Koolhaas's Office for Metropolitan Architecture. In 2023 a majority stake in G-Star was sold to the American investor WHP Global.