G-Star news and archive

Provocation sells jeans: How Dutch denim brands approach their campaigns

Jeans campaigns have been provocative for decades. Consider the recent campaign featuring Sydney Sweeney for American Eagle, or Calvin Klein in the 80s and 90s. The Netherlands is home to numerous denim brands: how do they attempt to stand out? This article was written by Sterre Marsman. The American Eagle campaign with Sydney Sweeney caused...

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Business

G-Star CEO on restructuring: three questions answered

G-Star announced a “strategic restructuring” in early February. The Dutch denim company aims to anticipate changing market dynamics with this move. Following the announcement, some questions remained, which CEO Rob Schilder answered in writing for FashionUnited. G-Star on shortening lead times: is the brand abandoning seasonal collections for a...

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G-Star announces ‘strategic restructuring’, 75 jobs to be cut

Dutch fashion brand G-Star is restructuring. With this move, the company aims to anticipate changing market dynamics, according to a press release. This is intended to create a stronger foundation for long-term growth and lasting brand relevance. The brand reports that its business operations will be simplified and that it aims to move faster...

Fashion

In pictures: G-Star unveils first collection from new creative directors

Rushemy Botter and Lisi Herrebrugh have officially made their debut as creative directors at G-Star. Their first collection was presented during a catwalk show in Amsterdam at the brand's international headquarters. Scroll down for the images. The catwalk show featured both womenswear and menswear. G-Star describes the show as an underscoring of...

Retail

In pictures: G-Star introduces new store concept

Denim brand G-Star has debuted a new store concept in Ghent. The brand calls the new concept “a modern canvas for premium denim”, according to a company statement. The brand describes the store as “functional, architectural, artistic and anchored in denim expertise”. Inspiration was drawn from the G-Star headquarters in Amsterdam. The space...

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G-Star Raw partners with JDM Swiss Group for global watch and jewellery line

Denim label G-Star Raw is tapping into new product categories. On Tuesday, its parent company, WHP Global LLC, announced a long-term global licensing agreement with the JDM Swiss Group for G-Star branded watches and jewellery. The Swiss company will now develop, produce and market the label's corresponding products for both women and men. The...

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G-Star rolls out secondhand programme Rewear to Belgium, Germany and France

Denim label G-Star is expanding its online secondhand platform, Rewear, to Belgium, Germany and France. Through the platform, customers can buy and sell secondhand G-Star clothing. The service is part of the brand's Repair–Rewear–Recycle strategy, which aims to make clothing last longer or give it a second life. “Our designs are made to last, so...

People

Botter duo strengthens G-Star Raw as creative directors

G-Star Raw has appointed Rushemy Botter and Lisi Herrebrugh, the creative duo and designers behind Dutch fashion label Botter, as creative directors, according to Business of Fashion (BOF). The duo has been working at the denim brand since last year on the reintroduction of the ‘Raw Research’ line and the main collections for menswear and...

People

After jeans controversy, famous chess player teams up with G-Star

The saga surrounding grandmaster Magnus Carlsen's jeans is continuing to unfold. The famous chess player is entering into a collaboration with G-Star Raw, the denim specialist announced on social media. At the end of 2024, Carlsen caused a stir when he wore jeans during the Rapid Chess World Championship. The dress code of the chess federation...

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FFI Global to develop kids clothing line for G-Star brand

WHP Global has announced a long-term licensing agreement with FFI Global to expand the G-Star brand offering in the children's apparel market. The company said in a media release that the partnership will leverage FFI Global's expertise and extensive market reach to introduce a fresh new line of innovative children's clothing under the G-Star...

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WHP Global partners with FFI Global for new G-Star kidswear line

G-Star is expanding its childrenswear offering through a partnership between WHP Global and FFI Global, WHP Global announced in a press release. The move will see G-Star leverage FFI Global’s expertise and extensive market reach. G-Star aims to target a younger generation by offering “fashion-forward and sustainable clothing options for kids”....

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G-Star ropes in Santiago Cucci as chief growth officer

The Amsterdam-based brand G-Star Raw led by its CEO Rob Schilder has announced the appointment of Santiago Cucci as chief growth officer. “I am excited to welcome Santiago Cucci as our new chief growth officer. An important role to help G-Star Raw realise the top line growth that we are aiming for in the years to come,” said Schilder announcing...