New beginnings for G-Star as it resurrects legacy designs
Denim brand G-Star has presented a 4D experience at Italian menswear show Pitti Immagine Uomo (January 14 to 17) that highlights a new strategy it calls ‘Digging into the future’.
Around 200 reimagined G-Star Elwood jeans make up the installation, following on from its return to Pitti last year, when it brought a 13-metre-long private jet that Maarten Baas created from denim waste.
Gwenda van Vliet, G-Star‘s chief brand officer, said on Instagram: “From ‘newborn’ raw denim to fully destroyed “end-of-life” pieces. Over the past few months, we’ve explored our archive and DNA to uncover designs that once defined us and will define us again.
“This installation may seem like an ending, but it represents a new beginning. We’re excited to share our daring new story.”
Image credit: Gwenda van Vliet on Instagram
