By Gabriella Collins
G- Star Raw is a brand that introduced the concept of ‘luxury denim for the streets which awakened the fashion world towards both the functional and symbolic nature of jeans’.
Founded in 1989 in the Netherlands, G-star was the first brand to unleash ‘raw denim’, completely untreated and straight out of the factory. It has been continuously influenced by military uniform, which had inspired the brand to create special cell phone pockets and zipped arm pockets on jackets, to not only give a feel for military chic, but also responding to modern day conventionality.
Jean trends today emit a very ambiguous style. They’re worn and distressed, but still uphold all the qualities of being brand new to the consumer. People want to buy jeans that are pre- broken into because not only are they more comfortable to wear, but they also fit the idea behind what jeans are about.
Within the 1800 jeans were used for work, and their durability for American gold miners. To meet the demand of the miners, Levi Strauss came about, supplying clothes to the people that required it. The popularity of jeans started to escalate more around the world, when Cowboys in the movies were seen often depicted to be wearing jeans, leading to a huge increase of people wanting to purchase jeans.
This concept and idea of jeans being a symbol of work and durability is almost nostalgic. Today, both men and women wear jeans as it has become an androgynous piece of clothing which can be both feminine and masculine from skinny jeans to the baggier, loose fitting boyfriend jeans; both sexes can wear either and the idea behind them stays the same.
I feel G-star raw, has a style which directly reflects its ideas and concepts as well as disclosing it’s manufacturing process. The logo design is very simplistic and the font transmits a sense of mechanical machinery. It could be argued that it is quite a stereotypical masculine font style that provokes you to read it quickly and with a deep voice. There is something very serious about the logo design, font style, as well as provoking a sense of haste and suppressed energy.
However in keeping the cultural significance of jean history, G-star raw, stimulates an image of futurism and industrialisation. In doing this, it delves into the past in connection with our future, perhaps hinting at the idea of jeans being constant and never changing. This can also be seen in the brand style of G-star raw which seems to have not ever dramatically changed.
From Miner, to Cowboy to Urban street, jeans have been adapted to suit all. G-star Raw boasts intricate cuts and style features, modernising jean culture to emulate the idea of working chic.We are invited, when purchasing a pair of G-star raw jeans, to create our own worn marks, in order to give our jeans character and a story of our active lives.
Compared to Levi’s, G- star raw is less provocative of jean history. For example, Levi logos have an image of working cowboys on horses, whereas military influences are subtly weaved through the cut, style and features within G-star. In this sense, it could be seen that G-star is a more modernised brand, that gives a masculine edge to both men and women, empowering them in an androgynous style and aspect.
Overall, I feel G-star raw, as well as many raw denim brands, invite the consumer to create their own story within their denim. Denim is a material that becomes ever the more beautiful with its wear and tear, and upholds a history that is timeless and symbolic of denim jeans. References:
Lorna. (2010). The History Of The Wonderful Fabric, Denim!. Available:http://www.denimblog.com/2010/02/the-history-of-the-wonderful-fabric-denim/.Last accessed 2015.
elly0c. (2012). G-Star Raw. Available: http://www.slideshare.net/elly0c/gstar-raw. Last accessed 2015.
Shanna McKinnon. (2008). G-Star Raw Humanitarian. Available:http://www.denimhunt.com/denimhunt/2008/08/super-cool-deni.html. Last accessed 2015.
LEO. (2012). G-STAR RAW FALL-WINTER 2012-2013 MEN’S CAMPAIGN.Available: http://thebestfashionblog.com/mens-fashion/g-star-raw-fall-winter-2012-2013-mens-campaign. Last accessed 2015.
Georgia Dunn. (2011). 2012 Resolutions and 2011 Highlights!.Available:http://www.georgiadunnstudio.com/2011_12_01_archive.html. Last accessed 2015.
Minza Siddiqui. (/). G-Star Raw Fall/Winter 2012 campaign featuring Arizona Muse Read more: http://www.myfacehunter.com/2012/07/g-star-raw-fallwinter-2012-campaign.html#ixzz3RGN0m7N4. Available:http://www.myfacehunter.com/2012/07/g-star-raw-fallwinter-2012-campaign.html. Last accessed 2015.
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