A Visit to G-Star Raw HQ

by jennine on July 28, 2009

Most of us have a one or two, or twenty pairs of jeans in our closet. A fixture in modern life, in the past thirty years designer denim has become a fashion institution. Which is why I found it so fascinating that G-Star’s headquarters in Amsterdam employed several hundred people to launch their collections and create not just jeans, but a world of denim. They gave me the grand tour, staring in the canteen ( a girl’s gotta eat!) and then showed the meeting rooms where they map out their campaigns which are often quite complex. Last season’s NYFW show had pianist and Benicio Del Torro reciting poetry during the catwalk show.

I also got to see the Atelier, which was my favorite part, as I’ve never seen what ‘denim couture’ looks like.. and it’s not your $25 jeans. I really loved seeing up close and personal the level of quality and care that goes into the denim couture. Since we’re only a month and half away from NYFW, I got to see the collection in the works… and all I can say, it’s going to be a nice show (believe me, I’m dying not to tell/show you the details!). Lastly, they showed me the PR room where stylists come to pull items for photo shoots. There I found a lovely wool jacket with ‘denim fur which is hand frayed denim that looks like fur… really quite an exciting feat for those of us who don’t like fur because we want to be nice to animals, and don’t like fake fur because of the synthetic fibers. I instantly fell in love with the zipper fringe necklace, which I really tried to get a good photo of, but my camera wouldn’t cooperate. Here I’m trying on a tuxedo dress, which I found to be quite lovely I liked the narrow shoulders and the low waist. All in all, after the HQ visit, I can truly say that I won’t ever look at a pair of jeans quite the same.





{ 2 trackbacks }

A Visit to G-Star Raw HQ » Fashion Sales Collected Daily at Fashion Luvr
July 29, 2009 at 3:46 am
G-Star Raw SS10 | THE COVETED
September 17, 2009 at 11:36 am

{ 21 comments… read them below or add one }

1 tanvi July 28, 2009 at 5:39 am

That shot of the zippers is so cool!
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2 PAPERFASHION July 28, 2009 at 6:40 am

the denim fur is amazing!! im interested in how it feels?!
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3 jennine July 28, 2009 at 7:14 am

❤ tanvi… oh yes, i am in love with that necklace!
❤ paper…well, it feels like frayed denim, kind of like the bottom of cut off shorts, but multiplied by a thousand…

4 Sweety P July 28, 2009 at 8:37 am

The Zipper shot is so cool! Is that a necklace?
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5 Meg July 28, 2009 at 8:47 am

That demin fur looks really cool!
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6 Sal July 28, 2009 at 8:51 am

Denim fur? Brill!
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7 Alicia July 28, 2009 at 10:07 am

Jennine, you just gave me my next diy project. That necklace is fan-freakin’-tastic.
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8 Sheena July 28, 2009 at 10:08 am

Who would have thought denim fur? That is awesome. Those are some really great photos and give a really good feel of the headquarters. Sounds like a great experience and I’m anxious to see what they’re going to show for FW.
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9 jennine July 28, 2009 at 10:24 am

❤sweety..yes… kind of like a choker/necklace, but yes!
❤meg… it’s cool isn’t it?
❤ alicia.. i’ve been thinking the same thing… or something inspired by the necklace..
❤sheena, thank you, that’s so sweet! i’m anxious to see what it’s going to look like in the final show, that’s for sure!

10 sd July 28, 2009 at 10:38 am

wow…..these pieces look so intricate
and denim fur is gorgeous!!
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11 amika July 28, 2009 at 10:50 am

Denim fur, wow what a creativity!!
The tuxedo dress looks really nice on you.
I can’t wait to see their full collection but i also wonder what they will come up with next..

12 maria July 28, 2009 at 12:04 pm

That zipper necklace rocks! Lovely photo of you!!
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13 Annie Spandex July 28, 2009 at 5:35 pm

I am so in love with Benecio ;)
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14 Jessica July 28, 2009 at 11:00 pm

I love that you got to see GStar. Fabulous post girl. I love the zipper shots!

xo,
Jessica

15 jennine July 29, 2009 at 3:57 am

❤amika…thanks! i also really love the tuxedo dress!
❤annie benicio is amazingly cool…
❤thanks jessica!

16 Nicole July 29, 2009 at 4:13 am

I love the outfit with the boyfriend jeans on the first picture.
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17 IdStyle July 29, 2009 at 6:39 am

LOVE the jeans on the manequin in the first pic!
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18 jennine July 29, 2009 at 7:46 am

❤nicole and IdStyle… ooh yeah, there were lots of jeans, I still haven’t figured out how to wear them, but the jeans are quite nice.

19 SwanDiamondRose July 29, 2009 at 8:21 am

you look good. are your tights lace? lace tights and black denim, that’s nice. and i like that necklace, it hangs well. i want fall. it’s so hot here!
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20 ambika July 31, 2009 at 9:24 am

That zipper fringe is pure brilliance.
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21 Natalie August 2, 2009 at 11:21 am

So fun that you got to visit the HQ. I love G. Star! Can’t wait for the “denim fur”. Looks great from the photo.
-Natalie from Shop It To Me

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