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It is very rare to see denim gracing the catwalk, but Dutch designer jeans company G-star Raw have taken things to a high fashion level.
Evolving into a European super-brand with a cool, edgy urban vibe, G-star uses raw untreated denim and a unique architectural, three-dimensional approach to its designs.
Celebrity faces for their campaigns have included Liv Tyler and Gemma Arterton, though G-star's main success has remained on the high street with the youth market as their leading consumers.
Influenced by military uniforms and other street style clothing, G-star incorporates a number of pockets and zip detailing into their designs so that the functionality becomes thoroughly integrated with the look.
Not only do they offer denim, but leather-wear pieces and army boots aim to toughen up the image. Bizarrely, G-star also collaborated on the ‘Raw Ferry' – a revamped Amsterdam canal boat as part of a fleet of VIP taxis. Swish!
Exclusively leading the way in brand new denim technology, the tailoring and ambitious designs make G-star stand out against other brands who are still churning out the old ‘worn-in' formula which has become a little too commonplace for contemporary arbiters of taste.
Whilst jeans may be usually the official byword in casual-wear, G-star has reinvented denim as the ultimate high fashion staple.
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