Since brand's creation in 1989, G-Star's philosophy has always been, 'Just the Product.'

This single-minded approach has led to many denim 'firsts': the introduction of 'luxury denim for the streets,' by fusing high-level craftsmanship with street level edge to create a new denim sector; the positioning of raw, untreated denim as a wearable and desirable material; and the evolution of our distinctive denim silhouette, through the adoption of architectural and 3-D thinking into denim construction.

While G-Star will always be a denim oriented company, they understand that complementary textures and styles can help 'frame' denim and present it in a new light. Their Correct Line collection balances the raw edginess and street-wear influences of our core denim range with a sophisticated tailored line that emphasizes proportion, craftsmanship and detailing. The result is an all-day, every-occasion wardrobe that features fashionable cuts, luxurious materials and subtle branding in a full range of jackets, shirts, knits, dresses and skirts.

In the current climate, however, G-Star also understands the environmental need to reduce the use of conventional cotton. The RAW Sustainable program uses Organic Cotton, with its reduced levels of fertilizers and pesticides, as a base for a range of new products that contribute towards a more sustainable future without compromising on quality, comfort or design.

G-Star Raw will present its newest creations at Pitti Immagine Uomo 86 - the key international trade event showcasing men's fashions and contemporary lifestyle trends, which will be held in Florence from 17 to 20 June 2014.

Read more about the event here:
PITTI IMMAGINE UOMO 86 - Contemporary Global Lifestyle