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G-Star RAW - Jeans, Denim and Jeans again
Wondering how denim history was rewritten? You are welcome. Nowadays, G-Star RAW already sounds loud, but how did this brand change the vision and quality in the industry? To answer this question, you have to take a little journey with me. First we have to stop in Batumi, because that is where the brand's first store in Georgia is located. For the next checkpoint, we have to travel back in time.
How did they reinvent the wheel?
Amsterdam, 1989. Are you surprised? Me too. It still amazes me, in 35 years of history, what was the main reason and how the denim culture changed, but the answer is pretty simple. Jos van Tilburg put his heart and soul into the creation of the brand identity. The main thing for him was to process jeans with love and a kind of passion. This is how the concept was developed, which took place next to G-Star, even in its name.
RAW - the architectural aesthetics of denim
In 1996, the brand introduced RAW technology. The method combined such innovativeness that left behind the techniques and technologies of the era. The idea - 3D processing of jeans, which uses the principles of engineering and ergonomic design, made it possible for the clothes to match the body harmoniously. This principle resulted in incomparable comfort and a way to move freely and pleasantly.
Moral principles - how to care for people and people!
In addition to quality, G-Star RAW also cares about the safety of the process results during the production of clothes. The brand was one of the first in modern fashion to introduce water-saving techniques, which helps to preserve an important resource on the earth. On the other hand, they actively use organic and recycled materials. Exactly, exactly! Highest standard for people, minimal impact on the environment.
It should be noted that promoting social justice is also important for the brand. That's why they partner with organizations like the Ellen MacArthur Foundation and the Better Cotton Initiative to help make positive changes in the industry and create a fairer future for everyone.
A brief history of cultural revolution!
Fashion critics, fashion lovers, and even non-fashion people… They all talked about G-Star RAW at some point. How and why is there so much attention to details? But what did Pharrell Williams wear? Liv Tyler in jeans? What does Magnus Carlsen do with fashion? I will remind you the answer once again - G-Star RAW is a kind of machine that is fueled by love, endless love of jeans.
G-Star RAW - Futurism in the language of denim
As the Dutch brand continues to improve itself and push the boundaries of fashion - and as we know the future holds endless possibilities, what's left to do is wait. With innovation, craftsmanship and strong values, the brand has proven itself time and time again, and I believe that it is once again poised to lead another denim cultural revolution.
In a world where authenticity and innovation are increasingly valued, one thing is clear: G-Star RAW's journey is far from over and the best is yet to come.
Finally, I must tell you that our blog is coming to an end, and how can we not single out the founder? As they would say at the Nobel Prize - Thank you Jos van Tilburg for showing delicate and flawless love for jeans.
© Nika "Vardo" Vardishvili