The RAW Research collection is born from G-Star’s internal innovation laboratory, developed and led by creative consultant Aitor Throup, and located at the brand’s Amsterdam HQ. Focused on experimenting with product design by clashing tradition and innovation, the laboratory symbolizes an endeavor to find new ways of crafting denim through the process of exploration, curiosity and experimentation. The resulting first RAW Research collection explores the two polar opposite states in the life of a denim garment, using the same Italian selvedge denim fabric for every single piece. On one extreme: rigid, untreated raw denim, on the other: bleached-white denim where only a hint of indigo remains.
For RAW Research, Throup led the team through a process based largely in experimentation and exploration. He has been collaborating with G-Star on a range of projects and collections since 2014, including developing the concept behind London’s Oxford Street flagship, art directing several major advertising campaigns and designing the brand’s newest 3D Denim style, the Staq.
I first started working with G-Star because I recognized that a big part of their success had resulted from taking risks and challenging the conventions of denim. After collaborating in a brand-wide capacity for a couple of years, we took a mutual and logical decision to set up a research and innovation lab within the company; with its own dedicated team of specialists focused on researching new possibilities for denim and denim-related products. We call this lab 'G-Star RAW Research': says Throup about the collaboration.
The first G-Star RAW Research capsule collection will be available in select high-end concept stores around the world from mid-November 2016.