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.

Skeleton Dog - G-Star’s Spring/Summer 2013 Art of Raw Campaign

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 RAWG-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 Spring/Summer 2013 Art of Raw Campaign

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.

G-Star Spring/Summer 2013 Art of Raw Campaign

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.

G-Star Spring/Summer 2013 Art of Raw Campaign

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.

G-Star Spring/Summer 2013 Art of Raw Campaign

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.

Connor

Based in Vancouver, BC, Canada, Connor grew an interest in raw denim thanks to the process, maturation, patience and craft that goes into each individual pair. He also writes at REPOSITORY which he started alongside Rawr founder Nick Coe.

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  • http://www.facebook.com/devan.prithipaul Devan Prithipaul

    Ive always liked G Star’s great fits and ive never really tried their denim. that being said, i love the brand and ill always be a customer because of the amount of design and thought that goes into all of the clothes. that ad is legendary and the CGI is perfect. great article.

  • notabro

    lost me skrillex sponser

  • Bob

    Anyone know the name of the jacket on the left of the “New Arrivals Spring 2013″ picture ad is? Just looked for twenty minutes on the site lol. I want to buy it but can’t find it.

    • Charlie

      This is just a guess, but it’ll probably be released in the Spring/Summer

  • Jordan

    Wow this is dumb, lol. I’m sure many actual raw denim affectionados and myself would be very happy to never see G-Star on this website again.

    • http://www.facebook.com/devan.prithipaul Devan Prithipaul

      i disagree. there’s nothing wrong with G-Star they innovate like crazy and are the most creative denim brand in the world.

      • Jon

        N&F is miles more creative than they are.

        • http://www.facebook.com/devan.prithipaul Devan Prithipaul

          hmm not really, G Star has put carbon fiber into their denim, and they have some of the craziest fits. N&F creates little gimicky things that you can brag about to people. “oh sniff my jeans”, G Star is solid, and i think that what they do with denim is more useful and tasteful than what N&F does.

          • Jon

            G star does not put carbon fiber into their denim. N&F’s new lineup has a few gimmicky pairs, but much of it is actually fresh and deviates from the standard dark indigo 14.5oz standard. Plus, who is to say having gimmicky releases isn’t “innovative”? It’s all personal opinion. Usefulness is also ambiguous. Something useful to one person can be useless to another, so you can’t make that claim. And i’m not sure what a “crazy” fit is, but let’s just say there are only so many fits one can make.

  • Smatty

    Low resolution writing. Step it up Conor. I felt as if the author was using writing theory from the 6th grade where the longerer the sentence the more betterer. For example, I felt as if I was reading as if it were written as a book report from 6th grade. There wasn’t quite enough use of the word “as” in this section for my liking… “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.”

    And this section was a total Why The Face??? “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.” Huh? Really? I thought the dog was a marketing tool. The dog is heading the creative design of the brand but also introspectively hopes that it is a positive influence on the brand? Oh well…I should just look at the pictures.

    • Connor

      If you’d like to contribute some of your writing we’re still actively looking for new talent. As you seem to have a good grasp on editing and wording, I’m sure you’d be a great asset for us! Get in touch if you’re interested.

  • Grandier

    i’ve been wondering about this, is there a single raw denim ever made by G-star? i first thought there is one because the name is G-Star Raw, but then most of their denims i have seen are mostly washed.

  • pablo

    Hi! I’ve a G-Star Raw, radar Cover loose, Brooklyn Denim (dark vintage color)
    Anyone know if this type of jeans shrink?
    Thanks so much!

  • ANonymOus

    I have to say I havent been recently very impressed with g-star’s denim quality on most of their jeans and i have turned to brands like N&F and Levi’s made and crafted, BUT 2 years ago I bought a pair of gstar’s made with italian raw denim and they have one of the coolest fades out of all my jeans. Dont judge the brand on its uninspired tees and sweaters the arc and radar cuts can be pretty cool