G-Star’s Spring/Summer 2013 Art of Raw Campaign
2013 and G-Star have recently delivered us The Art of RAW, the Spring/Summer campaign from the Dutch denim brand. The campaign encapsulates the many aspects of raw by playing with a number of unexpected combinations, including a collaboration with dance music producer Skrillex (who happens to love the G-Star Elwood jean) and the Skeleton Dog art object placed within the collection.
The campaign centers around an animated video which shows off the G-Star denim manufacturing process from cotton to yarn, dyeing to weaving, and warp to weft. Throughout, G-Star show off their passions for denim and the new horizons they’ve been exploring at the edge of manufacturing. To accompany the Art of RAW, G-Star worked with Skrillex to create a custom track which aims to set the video’s tone. G-Star saw him as the perfect fit to produce given his self-made and ‘raw’ artistry as well as his enjoyment of the G-Star Elwood.
G-Star’s signature Skeleton Dog also makes a guest appearance in the video, celebrating the brand’s passion for denim and the possibilities it provides. Known for pushing design in denim through construction techniques, fabric treatments, denim creations and product or packaging design, G-Star hope the Skeleton Dog will act as a positive centrepiece.
Their recent push into the fashion world has allowed them to experiment further with denims as they’ve been producing lines that are aiming to appeal as much to a high fashion crowd as they do to the raw denim crowd. For example, the G-Star Elwood as born as a product in 1996 and has since turned from its motorcycle roots and become an edgy, multi-fit, denim success story. They’ve been slimmed down, the rise has been played around with, and the seams have been twisted. The seam twisting is one of the more interesting aspects, as it should provide for a more comfortable and flexible wear.
Their tweaks on classic pieces have gone through not only some of their jeans, but also utilizing denim and the feel of ‘raw’ for other pieces including obvious choices like denim jackets as well as shirts, coats and vests.
The entirety of the campaign is now up on the G-Star website, where not only can you sift through the campaign but also browse through their online store to get a real sense of their wares. It will be interesting to see G-Star’s progression in the future as they aim to continue to progress and push the worldwide denim market forward in their unique niche.