Where the runway meets the street
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For company like G-Star, being aware of the market and catering their programs to various aspects of it is a vital part of their business. As G-Star’s Global Brand Director, Shubhankar Ray, told us recently in Berlin, denim is a “mass market commodity” and one that the brand has been in a leader in for some time. Catering to the market, G-Star offers various collections; many work for the masses, while some, like their “RAW Essential” collection, caters to the buyer who is looking for a premium results from their garments. “We take a super specialist approach,” says  Shubhankar when discussing RAW Essentials. “[RAW Essentials]  is all hand finished or some level of rendering that makes the product individualistic.”

Autumn/Winter 2012 for G-Star’s RAW Essentials continues to use the premium end of Japanese and European denim. “The men’s RE New 5620 Dimension Tapered in Ruler RAW Denim features a strong and brilliant blue workwear optic, also seen on the RE New Arc 3D Loose; while Wilson Denim – a Japanese selvedge – is the basis for the RE New 3301 Straight and RE New Morris Tapered.” The marquee hits come in the jackets found in the RAW Essentials collection that are tailored for a more fitted finish. Clearly, RAW Essentials aims at a consumer looking for the the individual finish in their denim. We think they are onto something that is compelling in the marketplace and very different than G-Star’s other programs.

We also note their wonderful bicycle bases display system in the RAW Essentials build-out in Berlin. Well done.


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