1.     What was the brand’s mission when the company first started? Is it still the same now?

Since our creation in 1989, G-Star’s philosophy has been, “Just the Product”. After more than 20 years of constant innovation, G-Star continues to push the boundaries, evolving our core DNA and challenging our designers to investigate new materials, styles and cuts – but always remaining focused on “Just the Product”

2.       Why start with making high-end denim?

We believe that denim is inherently beautiful and we create washes and treatments that bring out its unique characteristics and qualities. We have had many denim “firsts” through the introduction of ‘luxury denim for the streets’, positioning untreated denim as wearable and evolving our distinctive denim silhouette through the adoption of architectural and 3-D thinking into denim construction.


3.       How was G-Star started? What was the spark that started the brand?

G-Star was started with main goals in mind:

• To be an authentic brand by using authentic details within the collection
• Provide continuity in stock – this is displayed by our current ability to offer over 1 million pairs of denim within our stock replenishment system
• To be innovative in the our collection, operation and marketing
• Build strong relationships with our customers

4.       How long has G-Star been making beautiful and high-end clothing?

G-Star first launched in 1989 – 22 years

5.       How is the brand different than it was when it first started?

The G-Star brand is a style of all times and while G-Star remains committed to the same philosophy as when it began, we are a truly innovative company that is constantly looking to the future and experimenting with new combinations and details in our designs.



6.       Have the goals and the mission remained the same?

Yes, G-Star will always be one to lead the crowd, never follow it.



7.       What are the qualities of the G-Star brand that set it apart from other high-end brands?

G-Star pushes the boundaries with continuous experimentation and product development that have lead to a strong following worldwide. The rough, rudimentary and RAW characteristics of the brand allow G-Star to maintain its distinct and unorthodox styles.


The development of innovative products like RAW Denim, which has had a major influence on the jeans market, was a natural consequence. Since the premiere of RAW Denim in 1996, G-Star has broadened its concept to include a newer, edgier image appealing to all styles, trends and ages, while keeping the product in the purest form. Authentic details and functional attributes give the collection a strong sense of identity.



8.       What were your motivations or your muses for the creation of this year’s spring/summer line?

Desert Denim theme inspires G-Star’s NY RAW Special Edition Spring/Summer 2011 Collection that showed at New York Fashion Week this February.



9.       What was the look that was supposed to be accomplished with this collection?

This season’s collection fused desert-inspired, functional details with a sandy-beige palette which was alternated with blue and black combinations and 3D-sculpted raw denim pieces.

Key pieces included the Kalahari Dress which combines a rigid and fitted, raw denim bodice with a free-flowing parachute-style bottom section to create something fresh and unexpected, underlining G-Star’s philosophy of combining contradictory elements.

Another key item is the Sinai Coat, with its innovative zip-off back panel and cuffs, providing comfort and functionality. The pioneering 3D craftsmanship first displayed in the G-Star Elwood and Arc Pant is further evolved in the men’s and women’s Gobi Pant, that combines a voluminous 3D leg shape with enlarged back and front pockets, to create a new and distinctive silhouette. The natural stiffness of raw, untreated denim is fused with advanced pattern techniques to create rigid 3D shapes, as seen in the women’s’ Austen Skirt and the men’s Duvet Jacket.



10.   What inspired the brand to create a furniture line, boating, and flask line?

The RAW Crossover series of RAW Defender, RAW Ferry and RAW Cannondale and now the most recent ‘Prouvé RAW’ line, are projects that showcase experiments in creating combinations and applying the brand’s renowned design aesthetics to objects other than textile. These unique design experiments fuse G-Star’s core DNA with that of other product manufacturers committed to innovation, technology and craftsmanship.



11.   Have these collections been successful with the G-Star name attached to them?

Yes, they’ve been incredibly well received by their target audience



12.   Why did you decide to create a military-esque line? Has it been successful?

The G-Star line is inspired by RAW, military, utilitarian and functional influences and has continued to grow every year since its inception and so I can confidently say that we have been successful so far, and will continue to be successful in the future.



13.   What directions do you think that the fashion industry is moving in—as in what do you think the next big trends are going to be for the upcoming season?

At G-Star we don’t look at trend so much as we stay true to our brand DNA. If we can stay true to our DNA then we will outlast and outgrow any seasonal trends