G Star RAW produces great looking denim jeans that are functional, innovative and unpredictable. Streetwise, edgy and raunchy, G Star denim has lots of attitude. Already an international icon, the Dutch G Star RAW label began life not far from Amsterdam in 1989 making jeans from distressed denim, just like everyone else. Then in the mid 1990’s with the launch of G Star Elwood jeans complete with the famous 3-D knee patches, G-Star RAW gained international recognition. And so began the world’s love affair with RAW (unwashed and untreated) denim, with which G Star has become synonymous.

Today, G-Star Raw enjoys the type of profile that warrants its own slot at New York Fashion Week (which it recently used to raise awareness for the End Poverty 2015 campaign, a commendable testament to G Star’s ethics).

Innovation, a passion for denim and a liking for vintage military functionality are central to G Star quality and design. As founder Jos van Tilburg says, they are constantly looking for new angles. From the look of the raw denim material right through to the cut and tailoring, an architectural precision is applied to the landscaping of the jeans. Another factor is the expertise in the treatment of the denim itself, in exploring new ways of cutting the pattern, weaving  and washing (or even not washing) the fabric.

If you don’t already have a pair of G Stars, you’ve got a treat in store. Jeans-wise, you’ll never look back!