new denim collaboration: G-Star teams up with Coin
11 Nov. 2010
COIN AND G-STAR LAUNCH DEMOCRATIC JEANSFollowing the success of the limited edition pieces produced in collaboration with young international talents, Coin enters into its second year of Democratic Wear; this time in partnership with G-Star Raw, internationally appreciated luxury denim brand.
By mid February of 2011, all Coin stores in Italy will offer the limited edition ‘Democratic by G-Star Arc Pant’ at a retail price of €10. The brand’s icon pant was created to sculpt a three-dimensional figure with architectural features such as a low crotch, straight hip, and an asymmetric tapered leg that ‘turns’ around the human legs thanks to twisted side seams and inseams.
Coin and G-Star Raw will send all proceeds from the sale of the limited 5,000 Democratic by G-Star pants to a charity initiative which further supports the Democratic concept of the project. “The extraordinary success of the Democratic Wear project, which includes jeans, rain jackets, sneakers, down jackets, has been an important confirmation for us of this project’s value, giving huge visibility to young talent allowing them to create unique products at an exceptional price,” explains Francesco Sama, Coin’s Managing Director. “For this new jean edition, we chose G-Star Raw since it is a brand that represents in our eyes the future of denim and has a refreshing mindstyle approach in its communication."
"We are strongly commited to beneficial causes," commented Joris Aperghis, Chief Marketing Officer at G-Star. "In 2008, we were partners with the United Nations and still are. This September we showed Prince Charles in his London backyard garden's residence a series of environmental-friendly initiatives related to our brand."
Moreover, the G-Star/Coin initiative is also aimed at further promoting G-Star in Italy and in the world as part of a wider series of initiatives within the brand’s 15th year celebrations of 3D denim. For 2011, the company also plans a special limited edition Arc Pant model to be sold via United Arrows in Japan.
G-Star is selling 22 million items per year and expects to end 2010 with a turnover of about €750 million, 85% of which is generated by export. Major markets for the brand are Scandinavia, Germany and The Netherlands. They aim to open 750 monobrand stores worldwide until 2015.
Maria Cristina Pavarini
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