G-Star AW 2010-11 collection - 'Raw Essentials'

November will prove to be a busy and exciting month for the luxury street wear brand as it opens new stores in Arizona and California. Phoenix had its debut on the 11th, with Santa Monica to follow on the 18th and San Francisco on the 26th.

Thanks to its authentic cutting edge style, G-Star RAW has established itself as a distinguished brand in the denim market in 19 major countries worldwide, currently occupying 35 offices and over 100 showrooms. The use of raw denim materials has given the brand its unique look, offering denim in its purest form to true jeans fanatics.

This sense of rough and pure is not only present in the collections but it is also recreated in each store’s atmosphere. G-Star’s team of interior designers have focused on enhancing the shopping experience by creating environments with natural and raw materials that match the label’s philosophy.

From product development to advertising, innovation is the company’s main feature. Denim specialists constantly come up with new designs that perfectly juxtapose street and luxury, while marketing and graphics teams develop innovative forms of communication and promotional activity around the brand.

With 876 employees of many different nationalities and 6,300 points of sale in 65 countries, G-Star’s international appeal is clear. As global demand for the brand continues to grow, the company continues to open more stores in major cities, and three openings in the same month show just how confident they are in their results.

Marina Felippe