G-Star RAW

We’ve entered CIFF with a bang. At the Copenhagen International Fashion Fair, visitors experience our SS25 collection in an exclusive club setting. Located inside the Bella Center, our stand transforms a 160m² black box into a captivating club environment, featuring DJs and live performances to entertain the CIFF crowds. This unique setup offers an immersive experience that breaks the conventional ways of product presentation. “It’s great to introduce ourselves to the international fashion industry in Copenhagen,” says Chief Brand Officer Gwenda van Vliet. “CIFF is one of the most inspirational trade shows, and with our creative 'denim bar', we aim to elevate this inspiration by providing an unorthodox visitor experience.”

Denim with Balls. We’ve joined forces with Belgian designer Walter Van Beirendonck on a limited-edition collection. Unveiled yesterday at Paris Fashion Week Men’s, the capsule challenges the norms of garment construction. “Why are clothes still being stitched when we have the potential to explore so many other techniques?” asked Van Beirendonck. “This project is all about innovation, research, and pushing the conventions of fashion.” Given full carte blanche, the ever-curious designer experimented with taping, gluing and pressing, with minimal stitching. As well as embossed balls throughout - a reference to the collection’s playful concept. All denim pieces are made with gold-level Cradle to Cradle Certified® fabric. “Van Beirendonck is one of the most important fashion designers of our times,” said G-STAR chief marketing officer Gwenda van Vliet. “His unique vision, playfulness and extreme creative mind are why we decided to work with him. ‘Denim with Balls’ is a testament to our shared vision of challenging norms and redefining what denim can be.” The 19-piece unisex collection will become available in selected stores worldwide in early 2025. Until then, learn more about our innovative collaboration here: https://lnkd.in/e_u9niCX

Did you know that a regular pair of jeans can travel tens of thousands kilometers on its manufacturing journey? We cut it down to 644 km with our innovation project ‘Homegrown Denim.’ For our Homegrown Denim project, prototype jeans were made from cotton grown locally in a greenhouse in collaboration with Wageningen University & Research, and Dutch Cotton. The cotton was then turned into denim jeans all within The Netherlands – rethinking the way the denim industry is set up. Every aspect of cotton processing and garment production was completed within a span of 644 km, from ginning (separating cotton from its seeds) to spinning, weaving, sewing, dyeing, and finishing. Additionally, G-Star used electric vehicles between suppliers, creating the shortest possible supply chain with the least impact. “Getting involved in this project was an absolute must for G-Star, to support solutions for the future of denim.” Willeke Hendriks – Chief Product Officer G-Star Watch the documentary and download the full report at https://lnkd.in/d32NFzzc

Presenting Homegrown Denim Proud to unveil our scientific collaboration with Wageningen University & Research and Dutch Cotton. This research, funded by G-Star, explores how greenhouse-grown cotton could help drastically reduce the impact of cotton growing worldwide, and presents these findings for the benefit of the whole industry. “G-Star’s curiosity and drive for innovation led us to our partnership with Wageningen University & Research to study the feasibility of growing cotton in a greenhouse. This groundbreaking experiment could revolutionize cotton cultivation." Rebecka Sancho - Head of Sustainability at G-Star For six months, we studied greenhouse-grown cotton plants at a research facility in Bleiswijk, the Netherlands. We examined quality, yield, and fiber properties, comparing their environmental footprint to traditional methods. We explored strategies like precision irrigation and renewable energy to reduce impact, while also analyzing economic viability and market potential. We discovered that growing cotton in a greenhouse offers a controlled and protected environment that significantly boosts productivity with 5 to sometimes even 23 times more cotton per plant and using up to 95% less water, while eliminating the need for chemical pesticides and offering the possibility to drastically shorten the supply chain. With greenhouse-grown cotton in place, we joined forces with local suppliers to create a fully locally sourced and manufactured jean. Every aspect of cotton processing and production of the garment was completed within the Netherlands, from ginning (separating cotton from its seeds) to spinning, weaving, sewing, dyeing and finishing. In addition we used electric vehicles between suppliers, creating the shortest possible supply chain with the least impact. To share this news to the world and to all our friends in the industry; we’ve created a catchy and fun campaign made by visual artist Christian Borstlap and creative director Joris Kuijpers. Find out more and download the full report at https://lnkd.in/d32NFzzc

We’re excited to announce our new project with costume design studio The Nightmare Disorder, fusing the worlds of denim and drag. Partnering with founders Nemo Cheminée and Benji Nijenhuis, we’ve created three custom-made outfits for international drag superstars Shea Couleé, Envy Peru and Hungry. Made with denim, these intricate pieces were created with each queen’s character and vision in mind. “Drag queens are all very different,” said Nemo and Benji. “Some are more into fashion; others are more into music. It seems fun and playful, but it’s also serious.” They continued, “What we enjoyed about this collaboration is that G-Star completely trusted our expertise and our vision. With these three queens, we got a chance to show various ways of drag. It was very important for us to highlight how unique each queen is.” Shot by Dutch photographer Ari Versluis, these couture pieces will appear in the upcoming issue of Numéro Berlin.

We officially kick off the global launch of our brand campaign featuring Burna Boy. It takes central stage across multiple channels. From outdoors to social media. And from cinema to TV. Live worldwide in our key markets. Watch the G-STAR x Burna Boy campaign video here: g-star.com/burna-boy

Today we are introducing our biggest campaign to date, starring Grammy award-winning universal music talent Burna Boy. He's the king of Afro-Fusion, currently making waves across the globe. Burna Boy is known for his trailblazing sound, bold fashion style and is disrupting the music industry. The video features Burna Boy’s new song ‘On Form’. Shot in London and directed by Dave Meyers, known for his famous music videos such as Kendrick Lamar, Travis Scott and Billie Eilish. The black-and-white aesthetic pays homage to G-STAR’s creative heritage, yet with a contemporary twist, and shows Burna Boy’s dance crew performing his singular ‘stomp’, spreading his infectious rhythm through the city. Gwenda van Vliet, CMO G-STAR: “We are proud to continue our legacy in working with the world’s biggest inspirational icons. Burna Boy is one of the most innovative artists of our time and the embodiment of today’s youth culture, challenging the norm in both style and music, which is very close to our heart.”

At G-Star, we believe in fostering young talents and cultivating the next generation of denim experts. We offer unique learning opportunities via our various internship programs. Our interns gain all-round experience within their department and successfully apply their theory to practice. Each and every one are valuable additions to their team.   This month, Ramesh BK – Intern Retail Operations, Tudor Dimitru – Intern Merchandise Planning and Marina Hariskova – Intern CRM & Loyalty, share their experience. What do you like most about your internship? What I appreciate the most about my internship at G-Star is the abundance of learning opportunities available to me. The inclusion of extracurricular activities like different workshops and warehouse visits has been incredibly enriching. Additionally, being surrounded by highly skilled and qualified team members creates an environment that is both inspiring and conducive to personal and professional growth. The friendly atmosphere further enhances the overall experience, making it a truly enjoyable and fulfilling internship. - Ramesh What do you think of the work environment of G-Star? I am really happy with how welcoming the working environment is in this company, as everyone is really friendly and eager to help each other when in need. I did not expect to be welcomed in the G-Star family as quickly as I was, and I enjoy coming to the office every week. - Tudor What are your day to day tasks as an intern? As a CRM & Loyalty Intern, my role involves working closely with the team to develop and execute effective strategies for G-Star’s new loyalty concept. I analyze competitors omnichannel experiences, providing valuable insights to shape our approach. I support the creation of the ideal strategy tailored to our customers while ensuring it aligns seamlessly with G-Star's brand identity. In addition to this, I enjoy engaging tasks such as conceptualizing promotional materials for the new loyalty concept and planning a loyalty calendar to support our marketing activities for next year. - Marina Discover all our open internships vacancies via: careers.g-star.com

This year, we returned to Pitti Uomo in Florence, presenting our FW24 menswear collection. Our private jet takes the main stage as the backdrop of our collection, designed by artist Maarten Baas and made from recycled denim. In Florence the unique airplane makes its first return to the public since the Salone del Mobile 2023. The collection offers a bridge between classic workwear aesthetics and cutting-edge denim design. We redefine comfort by utilizing our innovative denim technology and fabric blends to create a soft feel without compromising on the authenticity of denim. “It’s great to be back in Florence at the pinnacle of menswear fashion to show what the future of denim looks like. The world of art has always inspired our craftmanship and approach to denim while respecting people and planet.” – Gwenda van Vliet, CMO   

Today we launch our collaboration with Copenhagen-based brand (di)vision. This collaboration is all about coming full circle. With the birth year of the G-Star Elwood and the birth year of (di)vision’s co-founder and creative director Simon Wick, the number 1996 holds a special place within both brands. The Danish brand’s motto is ‘creating from what already is’. This time resulting in a capsule collection of 96 reconstructed styles made with pieces from our Archive. Menswear and womenswear styles are transformed into a unisex collection of all handmade one-offs. In addition, 96 limited-edition pairs of our G-Star Elwood jeans will be exclusively released. (di)vision co-founders and siblings, Nanna and Simon Wick explore possibilities of producing clothing made from deadstock, recycled fabrics, vintage goods and upcycling archive stock. Simon Wick: “For us, the project made a lot of sense because of G-Star’s sustainability within the fashion industry. They work with more innovative processes like responsible dyes for denim and organic fibers. That's important for us in collaborations, really knowing that the company we're working with cares about that as well.” “G-Star have always worked with young talents, it’s important to us as we love to platform creativity. Supporting sustainable initiatives is also core to our brand DNA, so it’s exciting to work together with a fashion label whose whole ethos is around creating from what already exists.” Gwenda van Vliet, Chief Marketing Officer of G-Star RAW. The G-Star x (di)vision capsule collection is exclusively available at concept store ESSX New York. The G-Star x (di)vision Elwood jeans are available at g-star.com and di-vsn.com.