G-Star Raw

What we love…

• Launched in 1989 in the Netherlands, G-Star Raw is a denim company that works to turn raw denim in a range of street-savvy cuts and washes. Originally influenced by military cuts and details G-Star became known for their street style with high-end finishes.
• Although the classic colors of deep indigo and black are favored, the collections also highlights several colors, washes, and treatments to suit the seasonal trends. You'll also find a complementary collection of non-denim pieces, but the main focus at the core of the brand is still denim.
• In 2012 G-Star incorporated 3D technology into some of their denim styles. You can now purchase a fit that has gone through a rigorous process to achieve a progressive 3D effect. After each 3D fit is sewn it is tried on by a model, then the seams are stretched and shrunk to form the natural curves of the human body. The whole lot is baked in an oven to make that shape permanent. This process creates extra room in the knee, calves, seat, and pocket area—the places where new denims are normally the tightest. This all sounds confusing, but the technique essentially makes those new, stiff, raw denims feel like you've been breaking them in for about a year.
• G-Star also Raw runs a sustainable program that uses organic cottons which has been grown without the use of excess fertilizer and pesticides. Denim production is notoriously hard on the environment so it's nice to see a large company take an interest in keeping it a little greener when they can.