Following the success of their Autumn/Winter’ 15 campaign question, “How do you wear yours?” global denim brand, G-Star RAW has teamed up with local artists to explore denim culture in today’s South Africa. This time showcasing “How We Wear Ours”.
The campaign kicked off with an exhibition at the Kalashnikovv Gallery in Braamfontein, Johannesburg and featured the work of Cape Town and Johannesburg based illustrators, photographers and stylists, on their interpretation of jeans culture in South Africa.
Included in the project is work from Anthony Bila, Gabrielle Kannemeyer, Jade Klara, Trevor Stuurman, Smiso Zwane (aka Okmalumkoolkat) and Paul Ward. The brief to these young influential creators were simple:
Take these jeans-related words and interpret them your way. Words ranged from tight, wide, high low, to more abstract, badass, lived in, pressed or turned up. The outcome was nthing less than spectacular to say the least.
The “How We Wear Ours” exhibition was curated by gallery owners Murray Turpin and Matthew Dowdle and coincided with the monthly FirstThursdays initiative in the CBD area.