First Look: Levi’s Silvertab Collection

Levi’s® has various styles and collections that are loved by many, but the reintroduction of SilverTab® for men, with its’90s attitude has never been more fitting.

Worn and loved by a generation, the Levi’s® SilverTab® series was made up of baggy jeans and overalls. For 2018, different finishes are being introduced including non-‐stretch denim and bold stripes.

The Levi’s® SilverTab® collection drop at Levi’s® stores on 1 March 2018.

First Look: G-Star RAW Fall/Winter 2017 Campaign

Pharrell Williams stars in G-Star Raw’s Fall/Winter 2017 campaign alongside a diverse and dynamic collective of creatives, including Adwoa Aboah, Jean Campbell and Lennon Gallagher. The talented group are all known for speaking their mind and all chose to wear the G-Star Elwood in their own singular way - from Brooke Perry's flattering high-waisted fit to Adwoa Aboah's loose menswear styling.

The G-Star Elwood is a symbol of innovation and endures as one of the most recognisable jeans in history. Created in 1996, the Elwood was the first pair of jeans ever to be constructed using the 3D method - being built around the wearer rather than with a traditional flat pattern. Innovative and recognisable, it is also a symbol of individuality, since its construction means that it looks unique on every single body.

The campaign also previews G-Star’s latest product innovations: EarthColors – new and all-natural dyes applied to the iconic Elwood design – and the second series of G-Star Elwood X25, curated by Pharrell Williams and expected to launch later this year.

The Fall/Winter 2017 campaign launches September 2017.

Levi’s Drop More Pieces For 2017 With Their Line 8 Collection

The Levi’s Line 8 collection is a future-focused approach to iconic Levi’s style, featuring simple yet bold accents and unexpected details. For 2017, the Levi’s Line 8 Collection presents a nostalgic streetwear attitude, while experimenting with contemporary silhouettes through a retro primary palette. A sports influence crossed over with a geek-chic personality.

New for the Gents:

Levi’s Line 8 introduces finishes that feature the iconic shrink to fit fabrics with color pooling at the side seams in a range of indigo and black shades. In addition to denim, the line includes several oversized items such as wide cropped trousers and an oversized hoodie that speak to Line 8’s street style aesthetic.

For the Ladies:

The women’s Line 8 seasonal story was inspired by the classic look of the vintage 501 jeans but with some modern twists: heavy color pooling, thrashed hems and fabric splicing. In addition to bottoms, the line expands with an array of oversized graphic tanks. muscle tees and sweatshirts.

For both:

This season, Levi’s Line 8 drops a unisex jean, featuring 100% cotton denim in both black and indigo. The unisex tee has the new LN8 logo. The unisex trucker is offered in classic finishes as well as seasonal excitement with cord + denim mixing and all-over scribble denim.

The Levi’s Line 8 Collection is available in selected stores.

Pharrell Williams and G-Star RAW Fuse in the Launch of the SS17 Campaign

Launched as a fresh interpretation of the 3D G-Star icon that celebrated its 20^th anniversary in 2016, the G-Star Elwood X25 is a translation of unrestrained self-expression captured in 25 prints curated by Pharrell Williams. Inspired by original checks, camouflages and traditional patterns from all over the world, these 25 prints make space for individuality.

The G-Star RAW Spring/Summer ‘17 campaign reinforces the message of freedom of choice that has inspired the 25 unique prints. The prints are photographed on Pharrell Williams and Dutch model/artist Marte Mei van Haaster in an array of vibrant industrial and pastoral scenarios, bringing the spirit of the collection to life. 

The campaign is accompanied by a behind-the-scenes short feature film and several visual snippets, all shot in analog film. The artistic outcome, along the launch of G-Star Elwood X25, reflects on Pharrell’s personality and style – a melting pot of cultures and global influences that have been combined with G-Star’s DNA. His creative leadership and unique role as the brand’s cultural barometer for global audiences resonates in each nonpareil print and its own unique story.

G-Star Elwood X25 will be in stores as of February 2017. 

First Look: G-STAR RAW RESEARCH II by Aitor Throup Which Launched at Paris Fashion Week

Born from the brand’s innovation laboratory, Raw Research II embodies the latest efforts to explore the unlimited possibilities of denim. The Raw Research lab experiments with product design by clashing tradition and innovation, and symbolizes an endeavor to find new ways of crafting denim through the process of exploration, curiosity, and experimentation. The Raw Research capsule collection introduces the brand’s latest denim innovations as prototypes, functioning as the blueprints for the following main collection and representing the G-Star RAW design philosophy in its purest form.




The highlight innovation of the second Raw Research collection is a brand new 3D denim concept which challenges the conventions of denim design: the ‘Motac’ series. This unique approach to garment construction is the result of a focused ergonomic study of the human body in motion. The approach of combining rigid denim with flexible fabric inserted panels results in unexpected product hybrids - such as the motocross inspired Motac-X jeans -and is a significant advancement towards new possibilities for denim design.

For this collection, the iconic Dutch tulip was used as a conceptual backdrop. The flower -prominent in the Hans Bollongier 'Floral Still Life' 1639 painting which also features in the exhibition space - serves as a metaphor for the Dutch 'Tulipmania' and the inevitable collapse of its economic model based on exclusivity. The ‘tulip fever’ originates from the country's economic boom period of the 1630s, at the height of which a single tulip bulb was worth more than a luxury home. Through Raw Research II, Throup flips the historic Dutch symbolism of wealth and status connected to the iconic blossom. He does so by reflecting that while the capsule collection is offered exclusively through selected stores, the innovations it introduces outlive this exclusivity through their direct influence and dissemination into future G-Star RAW general collections, available for everyone.



The Raw Research II capsule collection is the first one after the announcement of Aitor Throup as the brand’s Executive Creative Director. It mirrors the vision of the artist and designer as to how he sees the future of denim through G-Star RAW.



The collection will be available in select high-end concept stores around the world from early June 2017.

G-Star RAW Hosts Exclusive Women’s Night Event in Johannesburg

G-Star RAW hosted a lady-exclusive event in Johannesburg at the brands Women’s store in Hyde Park. Hosted by LootLove with a special DJ-set by DJ Doowap, it was an evening of denim match-making.

The Women’s Night provided an exciting event dedicated to matching every lady with her faultless fit. Offering a spectrum of fits that range from Super Skinny to Boyfriend, in a wide range of denims, colours and washes.

Aithor Throup Joins G-STAR RAW As Executive Creative Director

Following three successful years as a creative consultant to the brand, G-Star RAW is proud to welcome Aitor Throup as its Executive Creative Director.

Since 2013, Throup has worked with G-Star on a range of projects. As well as developing new approaches to 3D denim design, such as the recently revealed 'Staq' 3D jeans, Throup was also involved in the development and concept behind London’s Oxford Street flagship. The recent 'What is RAW?' global advertising campaign was also art directed by Throup, making his transition from consultant to Creative Director an organic one.

In June of this year, the artist and designer launched his first collection for G-Star during Paris Men’s Fashion Week titled RAW Research, which was born out of G-Star’s internal innovation laboratory. Initiated and led by Throup, the lab is located at the brand’s HQ in Amsterdam - the soon-to-be hometown of the currently London-based designer. Together with his multi-disciplinary studio, 'A.T. Studio’ in London, Throup will continue to direct and develop his established menswear brand ‘New Object Research’.

There is a natural connection between G-Star and Throup as they share a design ethos that is rooted in innovation and identified by 3D construction. “It was this shared philosophy that initially drew me to the brand,” says Throup. "When I first met with G-Star, I was struck by the product-focused DNA and conceptual approach to design.” Throup’s suitability to communicate the brand ethos through continued 3D experimentation and construction is undeniable, and G-Star is looking forward to pursuing new realms of denim innovation together.”

“What Is RAW?” - G-Star & Pharrell Ask The Question In Their Latest Campaign

“RAW is not a noun, RAW is a verb”, said G-Star’s new co-owner and Head of Imagination, Pharrell Williams, when asked about the meaning of raw. For the first time in the brand’s history, G-Star is stepping beyond the product to present the question: “What is RAW?”

To answer the question, the G-Star Fall/Winter ‘16 campaign tells the story of what exists beneath the surface of the brand itself: the people that make it, their craft, and the spaces they occupy. This story and subsequent metaphoric journey through the world of G-Star is portrayed through the RAW Family Portrait. The formation within the portrait emphasizes the brand’s belief in equality and team effort. By stripping back what’s on the outside to uncover what lies beneath – this is raw.

The Family Portrait is just one part of a multilayered campaign, which is also comprised of a film that highlights the design process taking place at the G-Star headquarters in Amsterdam, and a series of digital shorts which tell the stories of the brand’s product engineering process, obsession with 3D-denim construction, commitment to sustainable innovation, and more. Throughout all the seasonal campaign assets, it becomes quite clear: the real meaning of raw is a personal sentiment that cannot be explained, it has to be felt to be understood.

Introducing the G-STAR RAW Research Collection by Aitor Throup

G-Star RAW collaborated with Aitor Throup on the RAW Research collection. Focused on experimenting with product design by clashing tradition and innovation, Throup led the G-Star RAW team through a process based largely in experimentation and exploration to find new ways of crafting denim. Thus resulting in the first RAW Research collection which explores the two polar opposite states in the life of a denim garment, using the same Italian selvedge denim fabric for every single piece. On one extreme: rigid, untreated raw denim, on the other: bleached-white denim where only a hint of indigo remains.

The collection consist out of 20-pieces and notable details include: a bleached version of the Rackam 3D tapered jeans and the Rackam bomber (a jacket that can be taken off yet remain attached to the body through an innovative strapping system).

The entire collection was produced at G-Star RAW’s internal innovation laboratory at their Amsterdam headquarters.

Introducing the 5620 Pouch Pant by G-Star

20 years after releasing the world’s first 3D denim, G-Star introduces a new update on the iconic 3D style, the 5620 Pouch Pant for women.

G-Star’s Pouch pant is a playful approach to innovation: with a front pocket and a cool, slouchy fit that proves function doesn’t have to sacrifice style. The hands-free central pocket offers easy access and convenience, carrying things that would normally tie up the hands. The thinking behind the updated style is rooted in G-Star’s work wear philosophy of “liberating the hands of the worker”. The Pouch pant gives the green light to women to go hands-free, essentially eliminate the need for a handbag everywhere you go.

The Pouch pant is a must-have piece this season and also comes in a short version. It is available in a range of washes, from white to raw to Japanese selvedge denim.




The G-Star 5620 Pouch pant is available in-store and online.

The Evolution of 3D Denim – Introducing the Staq by G-Star

This year, G-Star welcomes the next generation of 3D denim with the Staq pant. Under the guidance of creative consultant Aitor Throup, the Staq has been engineered into a new 3D form through an innovative skeleton taping system. “We wanted to breathe life into the jeans, so that even when they're on the hanger they look like they're being worn,” says Throup on the idea behind the Staq.

Inside the seams of both legs runs a continuous tape – one on the out seam and another at the inseam – which is tacked at specific intervals to the jean’s denim shell. It’s this innovative method that produces the Staq’s namesake “stacking” effect. The Staq pant represents the intersection of classic chino tailoring and traditional denim elements.

2016 is also the year G-Star celebrates 20 years of the original 3D denim, the Elwood. It’s fitting that as well-being a year of celebration, it’s also one of new beginnings. The Staq jean sees G-Star herald in the next generation of 3D denim, and is available in-store and online.

G-Star RAW: Celebrating 20 Years of Iconic Style in Cape Town

Last week Thursday (19 May 2016), fashion insiders, media and celebrities, converged at Arcade Café to celebrate the 20^th anniversary of the iconic G-Star Elwood 5620 jeans. The original 3D constructed denim by G-Star RAW was introduced in 1996, invented by Head Designer Pierre Morisset after finding inspiration from a passing motorcyclist in the South of France.

Fusing high-level craftsmanship with street level edge, the event was themed to suit G-Star’s positioning of raw, untreated denim as a wearable and desirable material. Presented through an installation with product hanging from the ceiling and displayed on light-up plinths, G-Star showcased the recently launched Footwear collection and apparel highlights. Including their next generation of 3D denim called the Staq (a hybrid of classic jeans and traditional chinos with an engineered stacking effect through unique internal tape system) and Pouch (utility inspired detail translated into a contemporary feminine hybrid - purse’n pants).

Entertainment was provided by the renowned GQOM music jock, DJ Lag, while Timo ODV ensured that guests had something to sing along to during his mind-blowing performance. Guest were treated to Arcade inspired canapes, which were nicely paired with Jack Daniels’ cocktails. Celebrities and influencers in attendance included; Katlego Maboe, Locnville, Chad Saaiman, Rosette Ncwana, Jade Hubner, Sechaba G, Khanya Siyego, Danillo Acquisto, Trevor Stuurman and Anelisa Mangcu.

The G-Star Elwood 5620 represents the core of the brand’s DNA, a symbol of innovation as the first design using the 3D Denim method of construction. Despite evolving with time to become one of the most recognized denim designs of today, the G-Star Elwood 5620 has retained the five key elements that make it instantly identifiable – its knee patches, 3D shaping knee darts, saddle patch, heel guards, and slanted thigh seams.

The G-Star Elwood, is available in G-Star stores and online at g-star.com.