From its conception in 1989, G-Star has been known for its innovative and cutting edge style in the world of denim. Pushing the boundaries, continuous experimentation and product development, has led to a strong following worldwide. The rough, rudimentary and raw characteristics of the brand allows G-Star to maintain its distinct and unorthodox style. Just the product" has always been G-Star's philosophy and market approach. The development of innovative products like Raw Denim, which as 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.