G-Star Raw was conceived in 1989 and is a Dutch clothing company that specialises in designer urban clothing ranges. Although the brand features shirts, t-shirts, knitwear and coats in its range, G-Star Raw clothing is particularly fashionable right now due to its innovative use of denim. Due to its popularity the brand has been showcased at highly prestigious events such as New York Fashion Week in 2009 where actors Alan Cumming and Heather Graham were spotted wearing classic G-Star dark denim.
After changing its name from Gap Star to G-Star due to its international success, the brand got a name for itself by focusing on using RAW denim which is the unwashed and untreated denim that most jeans start out as. This premiered in 1996 and has been the source of much of the brands success. When you see most pairs of G-Star jeans you’ll notice that they are highly influenced by military clothing and many of the designs pay tribute to vintage military apparel from around the world. Examples include special mobile-phone pockets, zippered arm pockets on jackets and innovative pocket designs on most of their jeans.
When it comes to men’s designer clothing then G-Star clothing along with Bench, Henleys and Duck and Cover are at the leading edge of fashion and G-Star Raw’s uncompromising and innovative look has won them many fans in markets across the world. Ironically although the brand is better known in the UK, the G-Star flagship store is located in New York City in the United States. What sets them apart from many competitors is there strong corporate responsibility policy and focus on supporting communities in the countries that are involved with the manufacture of its products. G-Star Raw consequently formed the GRSD Foundation in 2007 to assist with this and also has a strong emphasis on sourcing materials through an ethical supply chain, producing sustainable products and minimising their impact on the environment.
So now you can not only have the designer look but also feel good about your purchase too. G-Star has continued to go from strength to strength through its continued experimentation and product innovation and it seems that their motto of ‘Just the product’ is paying dividends.
