G-STAR

We are expanding our secondhand platform G-STAR REWEAR to three additional markets: France, Germany and Belgium! Following a successful debut in the Netherlands in 2023, we are excited to announce that you can now buy and sell your G-STAR favorites from previous seasons on g-star.com in France, Germany and Belgium as well. This is part of our Repair Rewear Recycle strategy, all aimed at preventing G-STAR garments from ending up in landfill. Our designs are made to last, so we want to make it as easy as possible to extend their lifecycle. This expansion marks the next step in our journey toward greater circularity. Find out how it works and browse through past favorites at rewear.g-star.com This commitment is part of our ongoing RAW Responsibility journey, learn more about our ambitions at https://lnkd.in/dckDNn2 Many thanks to our trusted partner FAUME for their support in setting up the different platforms.

Yesterday we unveiled our global Anatomic Denim campaign: a bold step forward for G-STAR. Rolled out across our key markets, the campaign comes to life through a powerful media mix of TV, OOH, paid social, and retail activations – all centered on one unified message. Shot by the visionary Jordan Hemingway, the campaign strips athletes of their apparatus: a gymnast, pole dancer, cyclist, and calisthenics performer. What remains is pure anatomy in motion. And denim, designed to move with it. As Hemingway puts it: “From the very first call, I knew this one would be special, G-STAR is a brand with real heritage but what makes them exciting is their appetite for reinvention and boundary-pushing. This project was exhilarating in every sense, full of creative and technical challenges that demanded invention. Working closely with their team to solve them wasn’t just rewarding - it was a joy.”

Introducing Anatomic Denim. A new era of denim design shaped by the body’s natural form. This season, we debut two bold styles: the Contor and the Kitoh, both inspired by the recently-unveiled Denim Gorilla art piece. Shot by visionary director Jordan Hemingway, the campaign follows four athletes showcasing denim in motion – a raw study of strength, movement, and anatomy. Denim that doesn’t just fit, it molds. Anatomic Denim takes our signature three-dimensional construction to the next level. Every dart, seam, and panel is strategically placed. Sculpted to activate the body’s natural form, enhancing movement and empowering the silhouette. Available now at g-star.com and select stores.

Last Thursday, we kicked off something special. As a pre-launch to our upcoming Anatomic Denim campaign, we hosted an immersive event at our flagship store that brought together creatives, collaborators, and denim heads under one roof. The true Anatomic Denim experience unfolded throughout the night. No detail was overlooked: from drinks in a toxic blue hue to bites that hit a nerve. Featuring live calisthenics performances, the denim diagnosis station, and bodybuilders flexing denim painted directly onto their skin. And of course, everyone dressed in indigo. At the heart of it all stood the Denim Gorilla, created in collaboration with Darwin, Sinke & van Tongeren. A bold statement where anatomy is sculpted in our signature fabric. This was just the beginning. Stay tuned.

Introducing Caroline Chao, our latest collaborator for The Art of Raw.         A New York-based spatial designer trained in architecture at Harvard, Chao shifted her focus from skyscrapers to intimate, conceptual objects. Her work explores perception and interaction with our surroundings, often using chrome, glass, and mirrors to distort reality and challenge how we experience space. In line with this philosophy, for us, she created The Roll-Up Chair— a sculptural, thought-provoking piece that challenges the orthodox understanding of furniture. Inspired by camping and military gear, this design is extremely functional. The chair can be disassembled, reassembled and even hung on the wall. Echoing our heritage in utility and workwear, this object is a reflection of our core design principles. Crafted from deadstock denim, vintage snap buttons, and industrial byproducts, The Roll-Up Chair demonstrates that the original meaning is always open to reinterpretation. “I’m fascinated by the relationship between design and perception," Chao says. "How do we design spaces and objects that push the boundaries of what we think or what we think we know? For example, how can we rethink a chair?” The Roll-Up Chair debuts today at the Collectible art fair in New York, on view at 180 Maiden Lane until September 7. Learn more about the artist through our interview on g-star.com

Magnus Carlsen is the face of our Fall 2025 denim collection. Shot by visionary photographer Paul Kooiker, the campaign features the chess grandmaster in raw selvedge pieces, including a structured jacket, straight jeans, and a tailored blazer. When Carlsen walked away from the 2024 World Rapid Chess Championship, refusing to change out of his jeans, he didn't just make a fashion statement. He rewrote the game, drastically changing the dress code. Denim or nothing. This Fall, we reunite with the grandmaster for a third collaboration, fueled by a shared rebellious spirit. “Rules and routines are useful, but they’re also meant to be questioned," explains Carlsen. "Whether it’s in chess or beyond, thinking differently opens up new possibilities. That's something I appreciate working with G-STAR." Inspired by strategy and built with precision, the Fall 2025 collection is worldwide available in selected stores and on g-star.com

Following last year's debut, we made our return to the CIFF · Copenhagen International Fashion Fair to showcase our vision on the future of denim. Inside the G-STAR space, guests were welcomed into an immersive world celebrating the launch of our latest innovation: Anatomic Denim. At the heart of the showcase stood the Denim Gorilla, a striking 3.5-meter-tall installation. Surrounding it, we unveiled powerful visual elements from our soon-to-be-released campaign, featuring true art imagery, along with a captivating digital centrepiece that brought the story of Anatomic Denim to life. Congratulations to the CIFF organisation on delivering a truly outstanding edition of the fair.

Presenting the second installment of THE DENIM, our ongoing series of denim experiments with emerging designers. Following the debut with Ottolinger, denim is injected with disruptive femininity via THE DENIM 002, in collaboration with south London-based design duo KNWLS. Embracing motorcycle influences, this edition blends our signature anatomic principles with the brand’s bold aesthetics. “We loved collaborating with G-STAR. It’s always a great challenge to interpret another brand’s identity and get out of our own bubble,” KNWLS co-founders Charlotte Knowles and Alexandre Arsenault explain. “Visiting the HQ and archive was truly inspiring — the focus on detail and function really resonated with us.” "We're excited to bring back THE DENIM series with KNWLS, another emerging design talent. We’re always committed to collaborating with exciting creatives and giving them complete freedom to experiment with denim,” G-STAR Chief Brand Officer Gwenda van Vliet says. “What excited us about working with KNWLS was the design duo’s creativity and deep understanding of the G-STAR design principles.” Following the body's natural form, this limited-edition jean features an extreme specially-developed wash, along with back zips to create a bootcut leg and motorcycle-inspired seams. THE DENIM 002 by KNWLS is now available on g-star.com, knwls.com, and selected G-STAR stores worldwide.