G-Star is a company that had many denim ‘firsts’: the introduction of ‘luxury denim for the streets’, by fusing high-level craftsmanship with street level edge to create a new denim sector; the positioning of raw, untreated denim as a wearable and desirable material; and the evolution of our distinctive denim silhouette, through the adoption of architectural and 3-D thinking into denim construction.
They have also promoted the inherent beauty of denim by creating washes and treatments that bring out its unique characteristics and qualities. Today’s sophisticated washings palette represents a full life-story, from raw, unwashed denim through deep indigo dyed to extreme bleached, with treatments adding multiple gradations of wear to create distinctive, textured garments with soul.
In 2015 The Media Nanny was highly involved in a collaboration between Martin Garrix, Don’t Let Daddy Know and G-Star which included an event and meet & greet at G-Star’s flagship store in Amsterdam. In 2016 the Media Nanny worked on the PR for the Afrojack x G-Star launch in Miami.