Inspiration often comes from the most unexpected places. Head designer at G-Star, Pierre Morisset, recalls the story of his own inspiration, narrating it with the enthusiasm and fervor of a proud father. Morisset was sitting at a café in the South of France when he saw a German motorcyclist go by. Over time, his jeans had become etched with the markings of his long journey and his exposure to the elements. Morisset says the jeans had wrapped and creased onto the biker, contorting to his form and inspiring what would be his first jeans designed using the 3D-denim method.
As with most innovative ideas, these jeans, which are much loved today, were not an instant hit. Holding true to their ideals of innovation, G-Star stood by their design and employed a variety of marketing strategies to get the public into their sculpted 3D denim. Once customers tried on a pair of these now-iconic jeans, they were blown away by their form, fit and functionality. This process further cemented the importance of functionality in design; an element that serves as a pillar of G-Star’s brand DNA. Since their entrance into the denim market, the beautifully constructed jeans have had a cult-like following and have maintained their status and relevance as one of G-Star’s top sellers.
20 years after the original release, G-Star has planned a year-long celebration to honor one of the most recognized denim designs of today. On the 20th day of each month throughout 2016, a limited edition G-Star Elwood 5620 will be released, including versions designed by artists and collaborators. A dedicated Spring/Summer 2016 campaign, shot by Ellen von Unwerth, will accompany the monthly release of a limited edition Elwood.
The first in the monthly series, released January 20, 2016, is the G-Star Elwood Moto, a re-release of an Elwood designed in 1996, which was based on an archival pair designed in the late ’60s for off-road Enduro racing.
The first release of the 20th Anniversary Limited Editions, the G-Star Elwood Moto, is available now at select G-Star stores and on g-star.com.
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- Words: Sodi St. Jean