Known for its worldwide fan-following, G-star Raw garments are sported by Hollywood actress Liv Tyler, world chess champion Magnus Carlsen and singer Pharrell Williams, who recently collaborated with the brand for award-winning 'RAW For the Oceans' fashion collection made from recycled plastic found in the ocean. In July, Genesis Luxury inked a distribution and marketing deal with the Dutch brand for the Indian market. The brand is known for making raw or unwashed and untreated denim positioned as 'luxury denim for the streets'.
Genesis aims to open 30 points of sale for G-Star in the next five years. A pair of denim will be priced anywhere between Rs 6,000 and Rs 14,000. Founded in Amsterdam in 1989, G-Star is retailed through more than 6,500 points of sale across the world.