Since their 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 their distinctive denim silhouette, through the adoption of architectural and 3-D thinking into denim construction.
After more that 20 years of constant innovation, G-Star continues to push the boundaries, evolving their core DNA and challenging their designers to investigate new materials, styles and cuts - but always remaining focused on just the product.
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