With its philosophy based on just the product, there is no fashion fuss surrounding the denim brand G-Star Raw. New to Brightons Churchill Square Shopping Centre but as a brand, its celebrating 25 years in the industry, G-Star Raw has made its name as a cult denim label. Considering its a high street brand, there is nowhere else that stocks the range of denim that G-Star does from 13 ounce salvage denim, denim using vintage shuttle looms to the iconic 3-D jean (yes 3-D… I will explain later), I think I have found the perfect place to find that perfect jean. Bear in mind though, this place is made for the modern day man, there is of course a large female section but if men are struggling to find something at the higher end of high street, then point them in the direction of G-Star.
Last month I met the Assistant Manager of the new Brighton Store Jim Bryant, who took me through the concept behind the brand and the story of the G-Star jean.
The store is split into four main sections and then a large denim section at the front. With a target market of both male and females from 20 years upwards, G-Star cater for all your street wear needs from Raw Sport a more casual daywear range which includes joggers, vests, shorts and t-shirts to Raw Cargo, a more military inspired range which will suit all year round. Think durable, authentic outdoor wear, such as military inspired jackets, jumpers with elbow patches, waterproof zip-up jackets, camouflage t-shirts and accents of colour.
If you’re after something smarter, then Raw Correct is for you. This, dare I say it, trendier range fuses daywear into evening wear and is already boasting its autumn 2014 collection. Correct is also about comfort and style with v- necks, button up t-shirts, leather bombers, distressed shirts, print shirts, fitted jackets, blazers and wax jackets.
If you’re off on holiday then don’t forget Raw Essentials a more lightweight collection perfect for everyday wear, think stripes, shorts, vests and bright tees.
Now on to denim. If you’re not a fan of shopping for jeans (I know many people find it too overwhelming), then G-Star have come up with a novel idea for all those in need of some extra help when it comes to the final fit. Head to one of their in-store iPads where you will find a denim menu to enable you to choose the right jean and find the perfect fit… brilliant!
Their fully engineered jeans fuse high-level craftsmanship with street level edge positioning raw, untreated denim from unwashed denim through to deep indigo dyed and extreme bleach, as a wearable material. Their 3301 range is their core denim and comes as near to normal as possible. Their Salvage range enables the jeans to stay fully durable and harder to nick or pull, and G-Star Denim is their everyday jean that comes in a tapered, straight and slim fit. Attack Straight Fit is a more adventurous jean with more detailing, more branding and features low rise pockets. There are many many more but I just want to lastly mention the 3-D jean. Unique to G-Star, their 3-D jeans feature an architectural design with seams that twist around the leg and hidden panels to help shape the leg itself… utter genius.
This September sees music maestro Pharrell Williams collaborating with the brand on a new product line called Raw for the Ocean. G-Star will be collaborating with Bionic Yarn (owned by Pharrell) and the Vortex Project to make a sustainable collection from recycled ocean plastic. Watch for yourself below:
Facebook: G-Star Raw-Brighton