Self-described as an ‘antidote to the generic’, G-STAR’s inventive approach to denim culminated in their development beyond two-dimensional sartorial traditions in fashion. I mean, developing your own approach to the highly mathematically (and frankly incomprehensible) margins of pattern-making is next level — and yet, it worked, with G-STAR’s pioneering 3D denim technique remaining one of the most revolutionary innovations in the denim space, purely from an engineering perspective. Departing from traditional flat patterns, G-STAR’s 3D design approach uses specific engineered cuts, panels and stitching to create an ergonomic fit that contours to the body’s natural shape, resulting in the sculptural and dynamic pieces embedded in the brand’s DNA. G-STAR is observable from a mile away for its holy trinity; that pure raw denim finish, the sculptural fit (even when its relaxed, its intentional) and the display of stitching or hardware to accentuate the finished garment. Crazy. 

So, when we finally put the skinny jeans to rest (I refuse their return, despite what the TikTok girly’s might be saying) – G-STAR was already perfectly positioned to flex the tailoring possibilities of denim. The fabric’s ease of handling, especially in the right hands, allows for exceptional craftsmanship to unfold and denim’s ubiquity as simply and incredibly cool – G-STAR’s latest collection spotlight lights these precise sentiments. With particularly technical focus made to layering techniques in their interpretation of the loose, barrel legged denim trends that have swept the cultural landscape.

G-STAR’s collaborations with artists, designers and musicians have added layers of creativity and innovation to their vision. As a brand, G-STAR has always been dedicated to the cloth, the craft and the culture of denim. In its unique position as a progressive denim brand, the brand has been steadfast in creating the future of denim; driven by creativity, they’re constantly turning ideas into denim, while consistently following their own distinctive path. Recently, their collaboration with Ryan Hing and his EVOLVE team, G-STAR South Africa emphasised its role in the culture of denim through our nation’s lens – with individual expression and creativity as the brand’s guiding principles, front of mind. 

Denim is for the people, and G-STAR’s core principle is denim. A simple modus operandi, with gritty and sublime outcomes. The brand remains as hyped about the fabric’s crafting possibilities as it is about the cultural impact denim has had on the socio-sartorial movements around the world. G-STAR’s indigo-hued universe, denim is a blueprint for living life with an unrestrained freedom — and it’s why, through all the tides and shifts of the last three decades, they’ll never sell out. You can’t make-up that kind of innate spirit; you kinda just have it, and have the pleasure to run with it. As South Africans, we love to see it — how utterly refreshing in 2024.

Shop G-STAR’s latest arrivals HERE