August 29 2014

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G-Star’s Denim of The Future, Today


For G-Star, wearing raw denim is a highly individual experience. Examine a pair of selvage jeans after a year of wear and you can interpret the various whiskers, distressing, and cell phone imprints as marks of its owner’s personality. After seasons of doing traditional runway shows during the pandemonium of NYFW, G-Star decided to play up the more unique, individual aspect of its line. At Berlin’s Bread and Butter trade show a few months back, they set their jeans in motion with a modern dance performance. Dancers-cum-models demonstrated the flexibility of the clothing, doing acrobatic flips and leaps in the latest Fall collection, which just arrived stateside for previews.

Always looking for ways to stay on the cutting edge of denim innovation while remaining true to its utilitarian DNA, G-Star recently rolled out its Deep Tones line with a specially formulated molecular treatment that prevents fading on signature styles like the sculptural Arc pant, which looks bow-legged when laid flat but is ergonomically designed to contour around the leg for a 3-D effect—check it out on current campaign model Clémence Poéy. The treatment was also applied to its more classic Elwood model, which was inspired 15 years ago by a motorcyclist wearing wet jeans. New experiments with baking denim led to an interesting, delicately crinkled texture on wrap dresses and coveralls.

This season, the ladies got a new pant shape called the Radar, with a high waist (a first for the label) and ultra-slim stovepipe legs. But in general, G-Star eschews trends for a perennial military influence. Along those lines, the boiled wool cavalry cape and men’s neoprene peacoat here seemed particularly modern.

Photo: Courtesy of G-Star

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