The Bite Magazine - Spring 2016 - Issue 15

S ince they were founded in 1989, G-Star Raw’s philosophy has always been on the basis of ‘Just the Product’. This simple approach has enabled the brand to create many denim ‘firsts’ such as the introduction of ‘luxury denim for the streets’ by fusing high-level craftsman- ship with street level edge. By using this philosophy, raw, untreated denim became wearable and desirable while an evolu- tion of their distinctive denim silhouettes were created through architectural and 3D-thinking. With so many washes and treatments that bring out unique char- acteristics and qualities in denim, there is a wide selection that includes raw, unwashed denim ranging from deep indigo dyed to extreme bleached, with treatments adding multiple gradations of wear to create distinctive, textured gar- ments with soul. For the past four years, G-Star Raw has partnered with Made-By, a multi-stakeholder organisation that sup- ports brands in implementing strategies to improve environmental and social responsibilities in the fashion industry. This includes the implementation of the brand’s CR policy and monitoring pro- gress on the working conditions in the factories that manufacture their products as well as the brand’s use of sustainable materials in their collections. This year G-Star Raw has something to celebrate: it was 20 years ago that the iconic G-Star Elwood 5620 Jeans was created by Head Designer Pierre Morisset who found inspiration from a passing motorcyclist whilst in the South of France.The brand will be marking this significant milestone with celebrations throughout the year, including a dedi- cated SS16 campaign shot by Ellen von Unwerth and the release of a limited edition Elwood (including versions designed by artists and collaborators) on the 20th day of each month. As a design that represents the core of the brand’s DNA, G-Star Elwood 5620 at the time of its creation was a symbol of inno- vation that used the 3D denim method of construction designed to sculpt the jeans around the wearer. Despite its evo- lution over the years, this iconic denim still maintains G-Star’s five key elements that set it apart from other makes: knee patches, 3D shaping knee darts, saddle patch, heel guards and slanted thigh seams. The first limited edition, ‘Moto Men’ and ‘MotoWomen’ is a re-make of the 1996 version and modelled on the original Enduro Motocross Elwood that was inspired by an archival pant designed for off-road Enduro bike racing in the mid-late 1960s. The second, ‘Raw for the Oceans Men’ is based on a design custom-created for new co-owner of G-Star Raw, Pharrell Williams in the RAW Atelier in Amster- dam which is made from innovative Bionic Yarn containing recycled ocean plastic. He said of his partnership with G-Star, “G-Star is an independently Images courtesy of G-Star bitefashion