G-Star US Lumber 25
G-Star US Lumber 25
 

23 Oct. 2013

G-Star launches 25 oz. jeans for 25th anniversary


G-Star celebrates its 25th anniversary this year with a series of new initiatives. Among them is a special denim selection to be sold in stores from S/S 2014. This special edition will offer five jeans for men and three for women, and will reinterpret some of most iconic styles that built the Dutch jeans brand's success.

The five jeans models for men reinterpret historical styles such as the Elwood, and are offered in special 25 oz Japanese red selvedge, 3x1 dark blue denim, and in other variants such as super worn-out and mended denim which has the appearance of being worn for 25 years. Other men's styles reinterpret typical workwear models – the stepping stones for the brand's own evolution – such as the US Lumber, a low-crotch model inspired by trousers worn by miners (see picture: a US Lumber 25), the US First, a traditional five pocket and a workwear inspired model, Faeroes. All of these are offered in 12 - 13 oz denim variants. Women's models are offered in 12 oz denim and are similar to men's styles, only more tapered and slim-fitting. The new models will be sold worldwide at all G-Star stores and multibrand stores from €199. These models will continue being offered also for F/W 2014/2015 in a slightly wider offer of models, weights and hues.

"This is how we want to celebrate our 25 anniversary. When we launched Elwood in 1996 and brought about the concept of G-Star Raw denim, we created a revolution by offering traditional styles reinterpreted in a modern way," comments Remco de Nÿs, brand manager, G-Star. “If you want to survive you have to be recognizable in stores. We want to continue following this path by reinterpreting our own iconic styles - as does Burberry with its trenchcoat and Hermes with its Birkin bag. We have the Elwood and this is our foundation." And continues “We are still a relatively young brand and still have much potential for growth, especially in the US and Asia where we are registering a significantly rapid growth." G-Star is now sold through 400 monobrand stores and 6,500 multibrand stores worldwide.
Maria Cristina Pavarini

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