Since its creation in 1989, G-Star’s philosophy has always been, ‘Just the Product.’ This single-minded approach has led to many denim ‘firsts’: the introduction of ‘luxury denim for the streets,’ by fusing high-level craftsmanship with street level edge to create a new denim sector; the positioning of raw, untreated denim as a wearable and desirable material; and the evolution of our distinctive denim silhouette, through the adoption of architectural and 3-D thinking into denim construction. G-Star has always promoted the inherent beauty of denim by creating washes and treatments that bring out its unique characteristics and qualities. Today’s sophisticated washings palette represents a full life-story, from raw, unwashed denim through deep indigo dyed to extreme bleached, with treatments adding multiple gradations of wear to create distinctive, textured garments with soul.
