You’d expect a groundbreaking company like G-Star Raw to have an “innovation laboratory”, and now we’ve seen the product of its labours.
Paris Men’s Fashion Week saw G-Star Raw introduce G-Star RAW Research by Aitor Throup, a highly directional capsule collection from the brand’s internal innovation lab at Amsterdam HQ.
Creative consultant Throup leads a team of specialists who focus on researching new possibilities for denim and denim-related products, clashing tradition and innovation in their approach to product design.
This first 20-piece collection 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. 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, are feature pieces.
“I first started working with G-Star because I recognized that a big part of their success had resulted from taking risks and challenging the conventions of denim,” says Throup. “After collaborating in a brand-wide capacity for a couple of years, we took a mutual and logical decision to set up a research and innovation lab within the company.”
The first G-Star RAW Research capsule collection will be available in select high-end concept stores around the world from mid-November 2016.