The ergonomic designs by G-Star are crafted to fit the bend of your legs, resulting in maximum comfort and durability with reinforcing at stress points. G-Star also serves up simpler yet no-less-slick-looking premium denim styles that may not be designed for super active guys, yet still provide a durable option in stylish washes and silhouettes.
Amsterdam-based denim label G-Star Raw is abandoning models for its spring advertising campaign, opting instead for actors to show off its wares.
The label tapped Dutch director and photographer Anton Corbijn — who won plaudits for his 2007 biopic “Control” about Joy Division’s Ian Curtis — to shoot actors Toby Kebbell and Alexandra Maria Lara for the label’s spring ads.
“I guess we’ve grown up with 20 years of Anton’s iconic rock imagery,” said Shubhankar Ray, global brand director at G-Star Raw, referring to Corbijn’s gritty editorial shots of musicians such as David Bowie, Elvis Costello and U2.“
Denim is the essence of the G-Star brand. It expresses individuality and accentuates a state of mind. Whether it brings a raw edge to formal wear or gives that elegant touch to leisure wear, it is always an addition to ones personality. It gives you a pure and raw edge.
G-Star admire the retiring nature of denim and have made it their quest to continuously explore the many aspects and possibilities of what G-Star believes is the most beautiful raw material to work with. G-Star are into denim and that drives them to continuously experiment with it, developing innovative treatment techniques, unconventional designs and looking beyond the G-Star jeans collections for the use of denim in new ways.
With know how that G-Star acquired over the years and the craftsmanship that G-Star have developed, G-Star is trying to contribute to the development of denim. It is a journey that will continue through time, always respecting and honoring the product. With their collections G-Star present to you the results of that continuous journey.