G-Star RAW leading denim innovation in UAE
DUBAI- G-Star RAW is the innovative denim brand, renowned for their focus on denim craftsmanship and its constant innovation. G-Star continues to follow a philosophy of ‘Just the Product’, preferring to practice product engineering rather than design. The brand first revolutionised industry mind-sets in 1996 by introducing raw, untreated denim as a wearable and desirable material, to a market populated with heavily treated and stonewashed garments. Head designer Pierre Morisset’s conception of the ‘3D Denim’ approach shook-up the industry for a second time in the same year.
‘3D Denim’ is a pioneering method in the construction techniques of jeans. Unlike traditional patternmaking, which approaches the garment as a flat object, 3D Denim sculpts to the body’s form, creating a fit of increased precision and comfort. The 3D Denim method continues to be explored and furthered by the brand – the ‘Type C’ style is the line’s most recent addition, following the Arc pant and G-Star Elwood.
With denim offerings that span premium Japanese selvedge denims, unwashed raw denims in deep indigo shades, to sophisticated treatments and washings for natural-looking wear, G-Star is an industry expert. Celebrated for their flattering fits and engineered details, every man and woman can find their signature jeans with this brand.
Unrestrained by its industry, G-Star ventures into notably unconventional collaborations, including recent ‘Crossover’ projects with Prouvé furniture, Leica cameras and Land Rover vehicles. Continuing to take the path less worn, today G-Star represents the forefront of denim innovation.
G-Star has a strong worldwide following and is regularly spotted on celebrities who are fans of the brand, including Jay Z, Charlize Theron, Heidi Klum, Robert Pattinson and Gwen Stefani.
Farzin Ghasi, G-Star RAW partner for United Arab Emirates (UAE), is passionate about educating the UAE about the brand’s DNA and 3D denim philosophy: “The three-dimensional designs are extremely popular, in particular the Elwood and Arc jeans. With more than 200 nationalities living in the UAE, diverse, cutting-edge, styles and designs are very important to consumers – as is comfort.”
“Through our six outlets, we are able to ensure our customers can buy new and original fashion styles which are globally renowned,” continued Ghasi.
UAE Consumers can find their signature G-Star denim at G-Star stores in Dubai Mall of Emirates, Dubai Mall, Dubai Ibn Battuta, Dubai Deira City Centre and Abu Dhabi Marina Mall.
