G-Star to expand in the US

The Dutch line, G-Star is expanding in the US and returning to their focus on denim. The line opened it’s US stores in 2004, however, their new plan is to expand both number and areas of stores.

“We want to expand from 12 monobrand stores in the U.S. to 50, which falls in line with [the company’s] global expansion plan to go from 200 to 750,” said Stuart Millar, executive vice president of North America operations.

The brand will also focus on emphasizing G-Star’s past as an industrial denim giant. This fall, the brand will launch the Raw Essentials collection, which will focus on raw denim. The collection will feature both jackets and jeans, starting at $300 to $600.

G-Star is also focusing on advertising. They will continue to put on a runway show at New York Fashion week, as they have in seasons past. Perhaps the most exciting new development, is the signing of Liv Tyler to appear in their ad campaigns for the next two seasons.

“We believe that she has a level of sensuality and this is very important for how we want to position G-Star within the women’s context,” said Ray, adding that the shots will emphasize a denim lifestyle rather than high fashion. “We’re serious about the women’s business. We’ve gone totally dedicated to a female-focused campaign.”

Check out images from Liv’s campaign as well as looks from the upcoming Raw Essentials collection below:

Article and images from WWD.com