Jeans connect us all. 
A community beyond location, status, gender, or age.
 Beyond style. Beyond fit .
The one garment we truly wear our own way.

G-Star RAW’s Spring/Summer ’15 campaign has captured this essence of jeans and expressed it through their diverse range of styles and fits. Enlisting Ellen von Unwerth for its photography, a natural fit in itself with her affinity for denim and forte with the female subject, the campaign is carried into the online using a slogan-hashtag combination, “Wear it #TightorWide”.

G star raw
The campaign launch event was complemented with a combination of live DJ performances by Grant Marshall of Massive Attack, a.k.a. DJ Daddy G and local DJ pH.
Notable guests of the evening included Katlego Maboe, Loyiso Bala, Liezel van der Westhuizen, Siv Ngesi, Jimmy Nevis and Anton Jeftha.


During the summer of 2014, musician Simiso Zwane, a.k.a Okmalumkoolkat, toured the globe. This short documentary by G-Star, created and directed by Paul Wardin collaboration with Adriaan Louw, follows his performances from Rocking the Daisies Festival in Cape Town, to fresh music festival Appelsap in Amsterdam.


Founded in 1989,

driven by a philosophy of “Just the Product”

representing the forefront of the denim industry, producing pioneering products, and rapidly growing into a global brand

Since inventing the ‘3D Denim’ approach to jeans construction in 1996, with the creation of the G-Star Elwood, G-Star now offers a wide range of apparel, accessories, footwear, and eyewear, alongside its jeans core.


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