Liv Tyler in the SS2010 ad campaign: Photo by Courtesy Photo
G-Star, a Dutch denim brand was founded in 1989. According to G-Star Export Manager Patrick Kraaijeveld,
‘Dutch designers are very gutsy. Our designs are more frivolous than, say, those by the six Belgian designers known as the “Antwerp Six”. When it comes to jeans, the Dutch designers are even trendsetters. Of course, G-Star’s design team is made up largely of Dutch people, although head designer Pierre Morisset is French, but there are also a great many Dutch designers working for other denim companies.’
The company now has 4900 sales outlets worldwide, of which almost 100 are G-Star Mono Brand Stores. G-Star put on their first show at New York Fashion Week in 2007 and continues to captivate their denim loving audiences with their fashion forward denim collection.
With an aggressive plan to expand their US retail posts in franchising, G-Star is launching a new ad campaign featuring Liv Tyler for the next two seasons. Now more Americans will be able to easily buy the edgy denim brand.
A look from the Raw Collection: Photo by Courtesy Photo
The store campaign will be supported by global efforts to emphasize G-Star??™s origins as a brand rooted in a distinctly modern-industrial take on denim. The centerpiece of the denim effort will be the fall launch of the Raw Essentials collection, a global offering Ray acknowledges will appeal to the denim fanatic. Raw Essentials will be a full collection of items including jeans, tops, jackets and sweatpants ranging in price from $300 to $600. The line will feature high-end styling and details like leather waistbands, tailored looks and repairs. (WWD)
Read WWD’s full article
–Nikki Cho Russo