Since its creation in 1989, G-Star’s philosophy has always been “Just the product.” This clearly-focussed approach has led to many “firsts” in denim, such as the introduction of “luxury urban jeans” by applying high-level craftsmanship.
The positioning of raw untreated denim as the main material that is worn and evolves through the adoption of three-dimensional architectural concepts in the creation of jeans.
The company also highlights the inherent beauty of washed denim and the treatments that reveal its exclusive characteristics and qualities.