Designer Q & A - G Star
1) Why do you think after 200 years jeans are still one of the most popular items of clothing?
Denim is the most beautiful protective garment that was ever created. It’s original purpose is functional. It’s not for nothing that functional work wear is always a source of inspiration to G-Star… you can recognize this throughout all our collections.
2) Last time I counted there were over 50 brands of premium denim jeans, what makes your jeans stand out from the rest?
We offer unique product based on denim craftsmanship and a significant signature in terms of styling. G-Star is not a trend-let company. We see ourselves as product developers, as product engineers rather than fashion designers. We prioritize product craftsmanship above trend.
This makes our products uniquely recognizable and in some cases even timeless.
We manage to cut through the large jeans clutter/offer with our own distinctive style and signature, sophisticated classics of good quality that people identify with, for a democratic price.
3) Who do you imagine is a typical customer?
They are people that do not necessarily want to show off but have a strong natural attitude.
4) Where do you get your inspiration from?
Additional to what we mentioned before, we are inspired by the positive tension between street and luxury and build upon the unexpected combinations this offers. There are no borders to our ambition for denim. Even our runway shows are experiments actually, they form a source of inspiration for ourselves too. They are raw exercises. We stay true to this authentic approach and want to transmit original craftsmanship in every product.
5) Which style and wash of your jeans are flying out of the shops the quickest at the moment?
Although dark colours are still flying out of the store, we see a rise of demand for vintage washes. In terms of styles we can actually say that a huge variety of styles is sold. Although skinnies still are very popular, we see high sales numbers across our complete offer, from skinny to ultra dimensional.
6) Are there any essential jeans that everyone should have in their wardrobe?
The Elwood (see above), you could almost call it a cult product. It revolutionized the denim industry. Of course raw denim already existed, however the constructed patterns of our Elwood pant made raw denim instantly very wearable and comfortable, which wasn’t these case until that moment.
Every season we aim to introduce a new version next to the Original one.
For fall this is the storm Elwood for girls and the scuba Elwood for men.
7) What are the first pair of jeans you remember?
My older brother rocking a pair of Levis 501’s and pretending he was Nick Kamen in 1985. I also remember exactly the day that I first saw a pair of G-Star Elwoods. I was working in a store at the time and we got our first delivery from G-Star. I unpacked the box on the shop floor and hadn’t seen anything like them before. I know I bought a pair that day. That must have been 1997.
8) What have been your favourite pair of jeans that you have owned?
When I first joined G-Star I was given a pair of selvage denim US Lumber style. I was told to wear them every day for 6 months without washing. When I did eventually wash them, which was well over a year later, I got the most beautiful personalized look to them. I still have them 8 years later, now very faded, but still my best friend.
9) What have been your favourite pair of jeans that you have produced?
The Elwood, it was introduced in 1996. In 2006, we celebrated its 10th anniversary and we have sold over 8 millions pairs by today.
10) How many pairs of jeans do you currently own and which are your favourites?
I own too many but not enough to satisfy my obsession.
11) Are you a "wash your jeans after each wear" person or a "wear your jeans for six months before you wash them" person?
Well this absolutely depends on the denim you have at hand. A skinny that has become fluffy definitely needs to be washed. A proper fit is essential to a pair of denim.
No need to say that we do cherish the beautiful nature of original raw denim and our selvage denims. Those should never be washed.
12) Do you own jeans for different occasions (for instance I have work jeans, smart jeans, weekend jeans, holiday jeans, jeans for going to concerts in, jeans for gardening in) if so what have you got?
We think that today wearing a certain style of jean for a certain occasion is depending more on the mood or mindset a person is in, rather than the situation this person will be going to.
13) Which is your favourite jeans shop?
The G-Star mono brand stores –they (re)present our collections in an environment that conveys the mental values, competence and authenticity of the G-Star brand.
The interior design is all made by our in house interiors department. The look and feel is raw, pure and functional. A sober store interior concept allows the focus to be completely on the product. Just the product.
14) Which celebs are currently wearing your jeans?
We have seen some celebrities wearing our collection items and of course we are proud of that. We are much more proud though about the fact that the people in the street like our products and wear them. It’s for them we make our products!
16) Who is your current favourite denim icon (male & female). I am thinking the person who has the most denim style?
Dennis Hopper – who formed part of our AW08 NYFW show by reciting the poem ‘IF’ by Rudyard Kipling. Dennis Hopper also curated and launched our first LA Raw nights in June. Mr Hopper ties back to G-Star’s attitude: true to himself, RAW, with passion for design and art. In our opinion he is ‘all time cool’; a true RAW icon.
17) If jeans had not been invented, what would we all be wearing?
Bare skin
18) And finally, any predictions for denim in 2008?
For fall we foresee a huge turn towards vintage aesthetics. Also, we will bring a superlight in 7 oz. soil denim, super pretty. Further we see all styles being worn through all markets across the globe. It’s really a period where everything is possible.We believe ourselves in the strength of our Arc Pant, our new 3 dimensional pant. Great for both men and women. It’s denim architecture.
| AndyK: 11/09/08 |
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