Pharell Williams at a G-Star RAW For The Oceans presentation
Pharell Williams at a G-Star RAW For The Oceans presentation
 

05 Jun. 2014

G-Star to launch collab with Pharrell at Pitti + expand retail


During the upcoming Pitti Uomo in June 2014, Dutch denim brand G-Star Raw will present their newest G-Star RAW For The Oceans collection, born from the collaboration between Bionic Yarn by Pharrell Williams and Tyson Toussant (see earlier coverage here). In Italy, this new collection will be available through a selection of multibrand stores such as Brian&Barry in Milan, The White Gallery in Rome and La Ferramenta in Bologna  and in the soon-to-open G-Star mono-brand stores in Florence and Milan and the already existing one in Rome.

G-star is pushing ahead its retail expansion plans in Italy and Europe. After having opened a G-Star Raw store in Rome, Via del Tritone in December 2013 according to an agreement with Italian specialised luxury retail group A.R.P., they will continue inaugurating new stores in Europe. By July 2014 they will open a store in Florence, a two-level store in Via degli Strozzi, and another one in Milan, in Via Dante to be inaugurated by September 2014 during Milan Women's Week.

These two new stores – and the ones to follow – will be designed according to the new store concept launched by the end 2013 in London's Oxford Street. It has a new approach to selling denim by only presenting the product and not the merchandise in stock.

Other openings are expected in other markets such as Spain, Germany and Switzerland. They will all be managed according to the agreement between G-Star and A.R.P. signed in May 2013. The next opening will be in Madrid within 2014.

Maria Cristina Pavarini

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