A guerilla show in a metro tunnel. In collaboration with Amsterdam Fashion Week and the GVB, we took guests and unsuspecting commuters on a literal journey through 30 years of denim innovation – during a metro ride from North to South Station. Models boarded the metro to showcase a combination of G-Star RAW icons, art pieces from shows such as New York Fashion Week and new Hardcore Denim styles. The unprecedented G-Star Manifesto was clearly evident during the show: dedicated to the cloth, the craft, the culture and the history of denim.