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To get to the brand’s core and shine a light on its essential elements this season, G-Star RAW posed the question, “What is RAW?”. G-Star’s Fall/Winter 2016 campaign tells the stories beneath the brand’s surface, exploring its designers, their philosophy, craft, and the spaces they occupy to find answers.

Featuring G-Star’s new co-owner and Head of Imagination, Pharrell Williams, a short film highlights the design process at the brand’s headquarters in Amsterdam. An additional series of digital shorts tell the stories behind the brand’s product engineering process, obsession with 3D denim construction, commitment to sustainable innovation, and more.

It becomes apparent that the real meaning of “RAW” is a personal sentiment that one cannot explain; instead, it’s expressed through craft and felt through the designer’s product.

The FW16 collection is available now via the link below.

And that’s not all, check out more from Pharrell and the “What is RAW?” campaign here.

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