"Just the product" has always been G-Star's philosophy and market approach. The development of innovative products like Raw Denim, which has had a major influence on the jeans market, was a natural consequence. Since the premiere of Raw Denim in 1996, G-Star has broadened its concept to include a newer, edgier image, appealing to all styles, trends and ages, while keeping the product in the purest form. Authentic details and functional attributes give the collection a strong sense of identity.

Innovation and perfection of the product are imperative to G-Star. Each season, the jeans-oriented collection serves as the basis of the new line, while authentic details and innovative washings are added. The brand has seen multiple breakthroughs in the last few years and continues to reach out to many different markets around the world.

The G-Star brand is a style of all times. Futuristic and cautious. Far-reaching and experimental. Alternative and traditional. G-Star is about making eccentric contributions, and maintaining authenticity. Never one to follow the crowd. Just the Product.