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Traditions
are kept but rules are broken. G-Star
has always followed its own particular course in
a well-established jeans market. Authentic details are the basis
of G-Star jeans collections. With its own distinctive strategy,
G-Star is not only expanding in its home market of the Netherlands
but also internationally. Strong jeans-oriented collections
form the basis of the brand. Each season the collection is refreshed
by adding new designs and the constant development of innovative
washings. Traditional and unorthodox.
Rough and stylish. Pure and functional. G-Star Raw
Denim.
From the
beginning in 1989, G-Star has made an all-out investment in
product development and has defined its own signature style.
With the revolutionary introduction of Raw Denim in 1996, G-Star
clearly went in a new direction. The brand name was extended
to G-Star Raw Denim, which led to the brand's international
breakthrough. With a strong international team of designers,
the collections changed radically. A grown-up, pure, and most
of all, clean image was the result. The Raw Denim concept remains
successful and is a core element of the range, being continually
renewed and developed.
Innovation
is G-Star's main feature. Not only within the collections, but
also in the original marketing strategy and communications.
Working from the head office in Amsterdam, an internal marketing
and graphics team is responsible for determining and implementing
the strategic and uniform communications around the G-Star concept.
The
way G-Star
is presented to the retail sector has always created a stir.
From day one, G-Star has organized professional trade shows.
This approach has ensured a strong position in the Benelux countries
within a relatively short space of time.
Through
international growth G-Star is currently established in 16 countries
with 24 offices, including Scandinavia, UK, USA and Japan. Along
with constantly increasing international expansion and continuous
renewal in its product line, G-Star has built a reputation as
a reliable and solid organization. This does not imply hyped-up
brand philosophy. The G-Star product always takes centre stage.
The brand basis and the requirements of the market are always
in harmony with an innovative way of working. G-Star offers
a well-balanced range of jeans in various designs, the right
range of fittings and attractive washings. G-Star is available
via specialized dealers. Products made
for denim connoisseurs by denim connoisseurs.
Brand description detail remains property of g-star dotcm
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