On Thursday night, 19 May, fashion insiders, media and celebrities, converged at Arcade Café to celebrate the 20th anniversary of the iconic G-Star Elwood 5620 jeans. The original 3D con tructed denim by G-Star RAW was introduced in 1996, invented by Head Designer Pierre Morisset after finding inspiration from a passing motorcyclist in the South of France.
Fusing high-level craftsmanship with street level edge, the event was themed to suit G-Star’s positioning of raw, untreated denim as a wearable and desirable material. Presented through an installation with product hanging from the ceiling and displayed on light-up plinths, G-Star showcased the recently launched Footwear collection and apparel highlights. Including their next generation of 3D denim called the Staq* and Pouch** pants.
Entertainment was provided by the renowned GQOM music jock, DJ Lag, while Timo ODV ensured that guests had something to sing along to during his mind-blowing performance. Guest were treated to Arcade inspired canapes which were nicely paired with Jack Daniels’ cocktails. Celebrities and influencers in attendance included; Katlego Maboe, Locnville, Chad Saaiman, Rosette Ncwana, Jade Hubner, Sechaba G, Khanya Siyego, Danillo Acquisto, Trevor Stuurman and Anelisa Mangcu.
The G-Star Elwood 5620 represents the core of the brand’s DNA, a symbol of innovation as the first design using the 3D Denim method of construction. Despite evolving with time to become one of the most recognized denim designs of today, the G-Star Elwood 5620 has retained the five key elements that make it instantly identifiable – its knee patches, 3D shaping knee darts, saddle patch, heel guards, and slanted thigh seams.
The G-Star Elwood, is available in G-Star stores and online at g-star.com.