Born in Amsterdam, G-STAR has been dedicated to the cloth, the craft, and the culture of denim since 1989. Driven by creativity, we turn ideas into denim while forging our own distinctive path. We introduced untreated and raw denim to the fashion world, elevating the fabric into a mature and sophisticated material. We also led the way in creating 3D denim, a first in fashion construction. Our relentless pursuit of innovation has earned us a unique position in the fashion landscape, allowing us to transform denim into a force for progress. For both people and the planet.

Rooted in denim culture, we challenge everything when it comes to the fabric. We constantly push boundaries and dare conventions, with creativity at the core of everything we do. We are pioneers with principles. Always looking towards the future, we're committed to bringing innovations season after season. We don't ask why. We ask why not. Because to us, there’s no limit to what denim can do.

Everything begins in our atelier, where we continuously experiment with constructions and fabrications. Beyond seasons and trends, we strive for creativity, authenticity and innovation. Always following our own path. Through every stitch, and through every detail. From fabrics to finishings, we pay homage to our distinctive heritage and define the next generation of denim.

We're committed to innovating and reducing our impact to become a future-proof brand that creates future-proof products. We collaborate with expert partners to accelerate change and develop sustainable solutions for the future of fashion. It's an ongoing journey and a way of living. Constantly searching for the next steps into a greener future and challenging the status quo. In 2018, we introduced the world’s first Cradle to Cradle Certified® Gold denim fabric. Today, we're leading the way with the first-ever cotton grown in a local greenhouse. And we don't stop.

In our quest for creative exploration, we partner with visionaries from diverse backgrounds. From trailblazers like Pharrell Williams, Anton Corbijn, Snoop Dogg, Burna Boy, and Cara Delevingne. To avant-garde designers like Marc Newson, Walter Van Beirendonck, and Stephen Jones. We also collaborate with the world's best across unconventional fields, like chess player Magnus Carlsen and world champion gymnast Rhys McClenaghan. We are inspired by the world of design and art, which results into special projects such as a furniture collection reviving the designs of Jean Prouvé with Vitra, and the private jet made of denim waste by Maarten Baas.