CONSTANT DENIM INNOVATION FROM G-STAR RAW

Known for their constant denim innovation, recently during Paris Fashion Week, G-Star RAW launched their latest project: G-Star RAW Research collection led by creative consultant Aitor Throup. Born from G-Star’s internal innovation laboratory, this collection is focused on experimenting with product design by clashing tradition and innovation.

The laboratory symbolizes the brands constant push 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.

The 20-piece collection includes a bleached version of the Rackam 3D tapered jeans and the Rackam bomber, a jacket that can be taken off yet remain attached to the body through an innovative strapping system.

Throup has been collaborating with G-Star on a range of projects and collections since 2014 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.”

#GStarRAW #justtheproduct #RAWResearch

You Might Also Like

No Comments

Leave a Reply


*