Pharrell Williams Debuting X25 at ComplexCon
'Just the product' - That has been G-Star's philosophy from day 1 and still holds true today. Out of the thousands of denim brands out there in the market, none have changed the landscape quite as much as G-Star Raw.
Since the brands inception in 1989, G-Star has become a leader in the industry by changing the way that people look at denim. Perhaps the breakthrough which would pave their lane in the industry most significantly was achieved in 1996 with the launch of their innovative 3D denim. The idea came to Head Designer Pierre Morisset, while he was sitting at a cafe in the South of France. There he took note of a German motorcyclist whose jeans had molded perfectly to his legs after long exposure to the elements. Pierre Morisset took that experience and used it as the driving force behind this idea of a 3D jean. Compared to traditional jeans which are created flat, the G-Star 3D jeans feature unique design quirks such as arced inward bowed legs, biker-like kneepads, and specially produced 3D back pockets.
“They work beyond just fashion and more into product design, but they also work more artistically in an expressive way…surpassing the value of fashion by investigating deeper into product design and into art itself.”
- Aitor Throup, Creative Director
G-Star Raw Elwood Construction
The introduction of the worlds first 3D denim with now well over 13 million units sold, was certainly not the last time that G-Star would shake up the industry. Their single-minded approach to product creation has since led to many denim 'firsts'. The introduction of ‘luxury denim for the streets’ was achieved by fusing high-level craftsmanship with street level edge to create a new denim sector. G-Star has also done an incredible job at positioning raw, untreated denim as a wearable and desirable material. In fact, G-Star was one of the early pioneers of offering their customers a raw denim product as a fashion piece during the late 90's, while every other brand had their eyes set on washed and processed jeans.
Although appreciating and respecting denim in its purest form, G-Star is no stranger to washes and treatments either. G-Star understands that denim has the potential to show unique characteristics through natural use, thus they set out to bring out its inherent beauty through sophisticated washing, extreme bleaching, and a multitude of other treatment processes. This results in products which look as if they have aged naturally, with an unparalleled level of comfort right out of the store.
G-Star Raw Collaborations
Left to right: G-Star x Land Rover, G-Star x Marc Newson, G-Star x Hennessy
G-Star does not shy away when it comes to collaborations with artists and musicians. One example of this is their ongoing partnership with famed Australian industrial designer Marc Newson. Their collections result in timeless and classic pieces, with Newson's take on traditional outerwear, seasonal shades and fabrics. Other notable brand partnerships include their collaborations with Leica, Afrojack, Land Rover, and Hennessy.
Pharrell Williams in X25 3D Elwood Pant in Woodland Camo
Big brand names aren't the only ones on G-Star's creative radar. Pharrell Williams has been a long time advocate and friend of the company. After two years of ongoing collaborations, Pharrell Williams became a co-owner of the brand. Recently announced for Spring/Summer 2017 is the introduction of Pharrell Williams and G-Star Raw's reinterpretation of the iconic 3D Elwood silhouette.
“G-Star is an independently minded and forward thinking company. I believe they will be the definitive jeans brand of the 21st century. I am looking forward to be part of that mission and to co-create G-Star’s future.”
- Pharrell Williams
G-Star Raw Elwood X25
X25 is the first co-created project with Pharrell Williams as the Head of Imagination at G-Star Raw. The project introduces their widely popular 3D pants, in 25 colourful prints which have been carefully selected by Pharrell himself. He draws inspiration from original checks, camouflages and traditional patterns from all over the world.
G-Star Elwood X25 in Woodland Camo and Shepherd's Check Print
Select styles from the X25 project are now available at Boys'Co! Click here to shop now.