G-Star RAW is the epitome of an innovative denim brand. Since 1989, G-Star has been a denim pioneer that is known for its directional and cutting edge style. The brand’s philosophy has always been “Just the Product”, with a focus on denim craftsmanship and innovation. G-Star originated the concept of 3D denim in 1996 with the introduction of the G-Star Elwood and dedicated itself to untreated RAW denim, creating a revolution within the denim industry. As a kid I wore denim shirts, plain white t-shirts, kicks and denim pants as a staple. Denim was always practical to play in, and was part of my oversized 90’s style. So when I was approached to be a co-host at the G-Star RAW Women’s Night, and part of South Africa’s edition of the global G-Star RAW Women’s Nights initiative, it was a no-brainer that I would say yes. The nostalgic feelings that were awakened once I thought of my journey with denim were especially influential in my decision. The fashion world is unpredictable and ever changing, but denim has to be the most sustainable trend yet. Every woman deserves good denim, and every woman deserves a brand that prioritises craftsmanship and innovation in its product. As Head of Women’s Design, Rebekka Bach, explains, “My team’s focus is to innovate with materials and fits that have a figure-enhancing effect. For example, the right placement of seams will determine whether your legs will look skinnier and longer, and the right back pockets have a lifting effect.” I am fortunate to be attending the Johannesburg event, where the girl on the ground Thithi Nteta of Teeteeiswithme and Die Antwoord dancer/style icon Tarryn Alberts will bring their denim expertise. I am also looking forward to working with my good friend, creator and editor of Fashion Breed Aqeelah Harron in Cape Town, and sharing our treasure troves of denim jeans and giving our personal advice.
Watch the links to get the inside-scoop into our denim journeys:
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Director : Paul Ward
Cinematographer: Batandwa Alperstein
Sound Designer: Simon Kohler