G-Star RAW is the modern denim brand. Since 1989 G-Star has been a denim pioneer, known for its innovative and cutting edge style. Its philosophy has always been “Just the Product” with a focus on denim craftsmanship and innovation. G-Star originated the concept of 3D denim and established a dedication to raw, untreated denim. Pushing the boundaries, continuous experimentation, and product development have led to a strong following worldwide.
Innovation and perfection of the product are imperative to G-Star. In 1996 G-Star introduced wearable raw denim, which has had a major influence on the jeans market. In 1996, G-Star introduced raw denim to a stonewashed-market, as well as conceiving the ‘3D Denim’ construction approach with its G-Star Elwood jeans – spurring an industry revolution.
G-Star’s singular point of view on construction and design also stretches beyond denim. RAW Crossovers play an important role within the G-Star brand philosophy. These are unique design experiments that fuse the G-Star DNA with that of other product manufacturers committed to innovation, technology and craftsmanship. The Prouvé RAW line is the latest in this series that also comprises the RAW Defender, RAW Ferry, RAW Cannondale and RAW Leica.
As the demand for the collection continues to grow, G-Star continues to open more G-Star Franchise Stores in key cities throughout the world. Today over 350 G-Star Franchise Stores are in operation worldwide, with several more planned for the near future.