G-Star RAW has once again elevated the essence of denim culture by combining the brand’s modern design aesthetic with the creative mindset of its Head of Imagination: Pharrell Williams. For the brand launched the G-Star Elwood X25; a joint commitment to innovation, creativity and self-expression.

CB Presents_Shimmy Beach Club_5 February 2017_Photograph by Sullivan Photography (36)

Multi-platinum selling, award winning electronic duo – Locnville and new kid on the block – Aewon Wolf, were among the first in South Africa to wear this collection at their recent performance at Shimmy Beach Club.

The collection celebrates unrestrained self-expression and individuality. It comes as no surprise that talent such as Locnville, Aewon Wolf and DJ Doowap – musical acts that encapsulate individuality, street style and originality are the first few to showcase the collection.

Launched as a fresh interpretation of the 3D G-Star icon that celebrated its 20th anniversary in 2016, the G-Star Elwood X25 is a translation of unrestrained self-expression captured in 25 prints curated by Pharrell Williams

Pharrell, Head of Imagination at G-Star comments:

“The 25 prints are an expression of true creativity. They give the wearer the freedom to choose for themselves, and by doing so, empower them to decide who they want to be and what they want to wear.” 

CB Presents_Shimmy Beach Club_5 February 2017_Photograph by Sullivan Photography (205)

The artistic outcome, along the launch of G-Star Elwood X25, reflects on Pharrell’s personality and style – a melting pot of cultures and global influences that have been combined with G-Star’s DNA.

Inspired by original checks, camouflages and traditional patterns from all over the world, these 25 prints make space for individuality.
Photos supplied: CB

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