G-Star, Brilliant Dutch Design, Vibrant Denim Innovation

Effectively introducing your exciting, new and raw fashion brand to the world is an extensive undertaking.

Many companies do it all of the time with moderate to little sustained success.

There are many factors that go into sustaining and growing the sales of your brand including quality of product and changing consumer tastes. One ingredient that could be as important as product quality is to use a Social Influencer, who could be a beautiful talented actress as your image of style.

Good idea G-Star for partnering with the eternally elegant and gorgeous actress and model Liv Tyler.

As reported at instyle.com, “Liv Tyler is a model-turned-actress and now, a model again! Dutch denim label G-Star is planning for expansion in the U.S. and they’ve enlisted the gorgeous star to help. Tyler was chosen as the brand’s new ambassador and will star in G-Star advertisements through Fall 2010. “Liv is a great fit for the brand because she exudes the perfect level of sensuality,” the company said in a statement. “She’s a strong, beautiful and independent woman with an impeccable feeling for style.” We couldn’t agree more!”

Ditto to that.

The energetic site footasylum.com adds, “G-Star might be big in Europe, but it would like to crack the lucrative US market too, bringing its innovative design ideas to Americans that love cool clothing. With this in mind, the company has launched an advertising campaign that features model and actress Liv Tyler, well-known for her role in The Lord of the Rings trilogy and The Incredible Hulk.”

Nothing like independent confirmation.

We adored her in the Russian saga Onegin as well.

We have always enjoyed watching Liv on the silver screen and she makes quite an impression.

In terms of exuding a classy and powerful sex appeal, Liv is perfect for the job.

In terms of altering the taste and style of a youthful market, G-Star is doing a fantastic job.

Time for a closer look.

G-Star RAW is a Dutch designer clothing company, founded by Jos van Tilburg in Amsterdam in 1989, which produces urban clothing.

Models for the brand include Liv Tyler, Lily Cole, Girls’ Generation, World Chess Champion Magnus Carlsen, Clémence Poésy and musician Sergio Pizzorno. It was showcased at the New York Fashion Week from 2008 to 2011.

We might add to this list of luminaries’ super star A-List actor Will Smith’s son Jaden.

He not only wears their clothes but helped with design as well.

As shared by the informative team at essence.com, “Although he’s only 20 years old, the world has witnessed Jaden Smith’s growth and life development since birth. As the son of two of Hollywood’s heavy hitters — Will Smith and Jada Pinkett Smith — his life has been under a microscope and every move has been evaluated even the clothes he wears.

Still, his most recent project involves his first-ever design collaboration with a major brand — partnering with G-Star RAW on a sustainable denim capsule collection titled Forces of Nature.”

In his interview with Essence, Jaden speaks about his attraction to working with G-Star. “I chose G-Star because they’re at the frontier of environmental sciences and because of the way that they manufacture their clothes — minimizing dye exposure, lowering CO2 emissions, plus [boosting] water and energy efficiency.”

“Our environment, the world in which we live and work, is a mirror of our attitudes and expectations.”… Earl Nightingale

Research indicates that G-Star was originally named Gap Star but decided to change their name when going international to avoid confusion with the already established Gap. The brand specializes in making raw denim—an unwashed, untreated denim.

Inspirations of their designs come from vintage military apparel from around the world. Some examples include special pockets constructions and the use of trims.

When this company launches, they launch big.

G-Star’s flagship stores are located in New York City, Boston, San Francisco, Los Angeles, Edinburgh, Melbourne, Sydney, Shanghai, Paris, London, Cardiff, Milan, Santiago de Chile, Mumbai and the Netherlands as its home base in the most luxurious shopping street of Amsterdam, the P.C. Hooftstraat. In total, G-Star has more than 6,500 selling points worldwide.

G-Star is distributed in 80 countries; it currently sells 22 million garments and has exceeded one billion dollars in revenue.

Incredibly impressive.

Their intent is to increase sales to a trend setting public and they appear to be doing that so well the organization continues to attract the stars from not only the modeling and movie industry, they courted and secured hit makers in the music industry as well.

In February of 2014, popular artist and music producer Pharrell Williams announced a collaboration between G-Star RAW and his textile company Bionic Yarn called “RAW for the Oceans,” a collection of denim made from recycled plastic that is found in the ocean.

We are so impressed with G-Star that we love to meet them on their own natural turf.

At their cool and engaging site g-star.com they smile, “G-Star is focused on the innovation of denim. When we design, we design for the future; not only in how our products look, but also the wider impact they have. If we still want to be here as a denim brand in 20, 50 or even 100 years from now, it is crucial for us to think innovatively about the impact we have on people and the planet.

For G-Star, this means future-proofing denim by investing in sustainable innovation and incorporating it in everything we do. We focus on a circular approach to how denim is made and used by our customer to create tomorrow’s classics: quality denim of the future with respect for people & planet in a transparent manner.”

We really love their concept and so does our planet.

This thinking blends so effortlessly with their initial philosophy. They add, “Since our creation in 1989, G-Star’s philosophy has always been, ‘Just the Product.’ This single-minded approach has led to many denim ‘firsts’: the introduction of ‘luxury denim for the streets,’ by fusing high-level craftsmanship with street level edge to create a new denim sector; the positioning of raw, untreated denim as a wearable and desirable material; and the evolution of our distinctive denim silhouette, through the adoption of architectural and 3-D thinking into denim construction.”

G-Star Raw creates unbridled denim excitement no matter what part of the world they sell and create cutting edge style in.

Their approach is innovative and fresh for their customers.