Since its inception in 1989, the philosophy of G-Star has always been, ‘Just the Product’. This deliberate approach has led to many innovative applications of denim such as the principle of ‘luxury denim for the streets’, where high-quality craftsmanship is applied to streetwear; the positioning of raw, untreated denim as a wearable and desirable material; and the development of a 3D denim-silhouette through the application of architectural and three-dimensional denim design.

The inherent beauty of denim is enhanced by washes and treatments that emphasise the unique characteristics and qualities of the fabric. The advanced possibilities for today’s washes have a story of their own to tell; from raw, unwashed denim, to dyed deep indigo, to extreme bleaching. With specific treatments, varying degrees of wear-and-tear are applied so that the striking garments are created with texture and history.