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.