Since our creation in 1989, G-Star’s philosophy has always been, ‘Just the Product.’ This single-minded approach has led to many denim ‘firsts’: the introduction of ‘luxury denim for the streets,’ by fusing high-level craftsmanship with street level edge to create a new denim sector; the positioning of raw, untreated denim as a wearable and desirable material; and the evolution of our distinctive denim silhouette, through the adoption of architectural and 3-D thinking into denim construction.
We have also promoted the inherent beauty of denim by creating washes and treatments that bring out its unique characteristics and qualities. Today’s sophisticated washings palette represents a full life-story, from raw, unwashed denim through deep indigo dyed to extreme bleached, with treatments adding multiple gradations of wear to create distinctive, textured garments with soul.
G-Star RAW’s ambition is to be recognized as the leading denim company that creates tomorrow’s classics. It’s our mission to inspire people to be game-changers by being one ourselves. G-Star has three core values that capture our philosophy today;
RAW: Real, honest and authentic. To be RAW is to be unpretentious, but also seductive and rebellious. Both inside and outside the company, we value diversity and applaud an original point of view.
For almost 30 years, G-Star RAW has pushed the boundaries of denim design, changing an industry obsessed with the past by manifesting its own vision of the future.
All individuals who want to leave a lasting impact, make a positive difference, and inspire others along the way, are invited to join us on the journey as we create the next 30 years of history.