G-Star RAW on LinkedIn: G-Star has been ranked as front-runner in sustainability in a ranking of… (2024)

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.

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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

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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.”

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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 PlanningandMarina 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. - RameshWhat 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. - TudorWhat 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

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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

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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.

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Introducing our collaboration with Calico Club / and our new G-Star Elwood design.Our designers and the Calico Club / team created a limited-edition G-Star Elwood. This time, our original 3D jeans have been upgraded with new materials, three different washes and a fresh logo design.To celebrate, we hosted a launch event at our HQ. This included a round table session with key industry players to discuss the new design and the inspiration behind it. We presented the history of our G-Star Elwood from 1996, including the influence of Pierre Morisset’s original sketch that inspired the style. Pierre’s daughter, Clemence, was also in attendance, receiving the first jeans from our collaboration. We discussed her father’s heritage, his influence on our denim and his effect on the fashion industry. Shop the new G-Star Elwood exclusively at the Calico Club store.

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Launching: G-Star RewearWe are excited to introduce our very own vintage platform G-Star Rewear, where you can buy and sell G-Star favorites from previous seasons. This is part of our Repair Rewear Recycle strategy, all aimed at preventing G-Star clothing from ending up in landfill. Our garments are designed to last, so we want to make it as easy as possible to extend their lives even further. G-Star Rewear is now available in The Netherlands, as a next step we plan to expand to additional countries. Find out how it works and browse through old favorites atrewear.g-star.comThis commitment is part of our ongoing RAW Responsibility journey, learn more about our ambitions at https://lnkd.in/dckDNn2Thanks to our partner FAUME for the support in setting this platform up.

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Introducing 11 +1: Club Couture with Sven Marquardt. Sven Marquardt is a photographer and prolific figure based in Berlin. For almost 20 years, he manned the doors of the city’s most notorious nightclubs. And with that, gained a skill in scouting diverse individuals from the scene. To capture this, we partnered up with him on a photographic portrait series and exhibition titled “11 +1”. He cast 12 unique personalities; we created 12 unique denim outfits.The portraits pay homage to the city’s unique spirit. Marquardt cast the talents himself which ledto a raw representation of nocturnal Berlin. The exhibition named’11+1’nods to the guest list culture with 11 street cast talents and 1 well known DJ and Sven’s friend Clara Cuvé. The collaboration embodies a shared vision of Sven’s creativity and authenticity, alongside the creativedenim boundaries ofwhich G-Star continues to explore.The exhibitionisopen for publicfrom 14th-16th September at VOO Space, Berlin,during Berlin Art Week.Read more about the collaboration here: https://lnkd.in/e_2RjQUr

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Introducing our original 3D denim from 1996. Relaunched for now. The G-Star Elwood.The jeans that introduced the pioneering concept of 3D design. A revolutionary idea in 1996 that changed the denim scene. An engineered approach to denim construction that synthesized all of our DNA. Swapping traditional design processes for innovative ones by inserting extra seams, panels and pockets. Now, we reissue and celebrate the original style with the same details and design, but this time upgraded with more responsible fabrics.To bring our 3D silhouette back to life we enlisted two street dancers based in Japan. Masters of their craft and true orginals, THE D SoraKi and KYOKA throw shapes in denim engineered to express. Committed to their form of craftsmanship as much as we are commited to denim.Discover the G-Star Elwood campaign here: www.g-star.com/elwood#GStarRAW #GStarElwood #3DDesign

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