Since 1989 G-Star, the luxury streetwear denim brand has combined the purity of raw denim with the functionality of rugged work wear. This creative fusion has defined the brand for more than two decades. G-star has a passion for denim and a unique perspective on tailoring. The jeans in both the collection and in the retail stores are rough, pure, stylish and functional. The designs are authentic, and has led to many ‘firsts’ in the world of denim, such as the use of raw, untreated denim as a wearable fabric, and 3-D thinking in the design and construction part of the business. G-star also promotes the inherent beauty of denim by creating washes and treatments that bring out its unique characteristics and qualities. These include from raw, unwashed denim through to deep indigo-dyed garments to extreme bleached garments.