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
We also tallied up the guys results and picked our top 3 Denim Guys of 2009. The guys were not too popular on the blog this year and didn’t wear a lot of denim but there were 3 who stood out as our most popular. Keep reading to find out.
#3 David Beckham (score 9) David Beckham was spotted in 2 brands this year PRPS and Dior Homme. He seems to love these 2 brands a lot. He also wore a denim shirt as well, he was keeping on trend with his denim in 2009.
#2 Taylor Lautner (score 13) Taylor was seen wearing more of a variety of brands through out the year including Paige Premium (PPD), Diesel, Levi’s and J Brand Denim Co. He’s quickly come on the scene after his fame in Twilight and he has a great sense of style.
Click here to reveal who Denimblog’s Top Denim Guy for 2009 is…
Zac Efron attended the NYLON Guys November issue launch event at XIV in West Hollywood. He was wearing his G-Star raw jeans for the event. Zac spoke to WWD at the launch about his favourite pair of jeans and said
“They’re my favorite jeans (G-Star raw). I wore them all throughout High School Musical 3. I even wore them hiking. You have to wear them everywhere to get them right.”
It’s great to know Zac loves his denim as much as we do! I love breaking in my raw denim. I haven’t ever seen him in his G-Star jeans though? I would love to interview him about his denim, I’m sure it would be really interesting. His G-Star raw jeans are looking pretty nice now, I’m loving that fading on the lap. I honestly thought Diesel Thanaz jeans would be his favourite, it does surprise me that he chose raw denim, it just proves he’s a denim enthusiast like we are! He has raw Nudie jeans too.