G-Star heads Stateside! The forward-thinking brand will hold its first US fashion show in New York in February, focusing on women’s wear. In the Netherlands , the focus is more on men’s wear, for which the brand is better known in its home market. The highlight of the collection is its G-Star Raw line, made from raw denim. Available upon request, the hand-made jeans will retail from $1,000.
â€œIf you want to be an international brand, you have to be strong in the US and Japan , which is what we are focusing on in 2007,â€ Deepak Gayadin, the company’s North American director, told WWD. He also explained why the brand is concentrating more on women’s wear in the US than in Europe . Originally, women’s wear represented 20 percent of the total collection, whereas it now accounts for 40 percent. â€œThe women’s market is stronger in the US than it is in Europe , so for us, this is a big change. We’ve hired a women’s design team and realize the importance of the women’s collection, so the show in New York will be mostly women.â€