G-Star RAW opens first store in Mumbai

Preferred by the likes of musicians Pharrell Williams and Rihanna, actress Sarah Jessica Parker and many more, well known Dutch denim brand, G-Star RAW, opened its first exclusive store in Mumbai in partnership with luxury label marketer and distributor, Genesis Luxury.

Located on the second level of Palladium, the boutique occupies an area of  1200 sq ft and is completely remodeled to showcase the brand’s creative spirit and distinct style, Genesis said in a press statement. G-Star RAW is best known for its ecological take on denim production—often creating styles using Japanese selvedge, unwashed raw denims and organic fabrics that aim to help save the environment.

G-Star RAW is the innovative denim brand, renowned for its focus on denim craftsmanship and its constant innovation. G-Star continues to follow a philosophy of ‘Just the Product’, preferring to practice product engineering rather than design. The brand first revolutionised industry mindsets in 1996 by introducing raw, untreated denim as a wearable and desirable material.

Head designer Pierre Morisset’s conception of the ‘3D Denim’ approach shook-up the industry for a second time in the same year. ‘3D Denim’ is a pioneering method in the construction techniques of jeans. Unlike traditional pattern making, which approaches the garment as a flat object, 3D Denim sculpts to the body’s form, creating a fit of increased precision and comfort.