G-Star – most of us denim addicts have at least once in our life worn a pair of G-stars, they are one of the big iconic denim brands around, growing stronger with time, and more resourceful.
G-Star RAW and filmmaker Dexter Navy teamed up for the Fall/Winter ‘18 campaign, “Uniform of the Free”, referring to the denim’s beginning as a workwear uniform.
G-Star pays homage to its history as the garment of choice for free-spirited individuals. The eponymous fall/winter ’18 collection comes as a creative and colorful reinterpretation of industrial workwear uniforms, with a classic G-Star RAW principle at heart: dedication to denim innovation.
“The G-Star F/W ‘18 campaign champions a range of confident, inspiring and captivating individuals: from urban cowboys to hip-hop ballerinas, female dirt bikers to urban climbers, who step beyond pre-established rules, push boundaries and celebrate the freedom of doing it their way. The result is an ode to freedom, with compositions that hone in on the distinguishing attitudes and skills of each talent. The ‘Uniform of the Free’ collection is styled and custom-fitted to each individual, bringing their special talent center-stage – bold and unafraid.
“Some people flash their skills or attributes outwardly, while others tend to reveal what’s special or unique about what they do in a way they don’t always give away at first glance,” said Dexter Navy, Campaign Director. “To me, that’s the spirit of ‘RAW’ and it’s what drives the vibe in the G-Star film.”
The campaign video features music by up-and-coming electronic producers The Blaze. The lyrics are written and performed by American spoken word poet Rapsody. They both reinforce the message of non-conformity and freedom.
The G-Star F/W ’18 collection takes inspiration from classic denim workwear such as western garments, vintage racing suits and delivery-service uniforms, clashing these traditional blueprints with bold color executions and new premium fabrics. Sustainable innovation continues to be an important part of G-Star’s design approach. Together with a range of skirts, jackets, overshirts, chinos, the 3D-constructed G-Star Elwood jeans and its workwear counterpart the Faroes jeans, have been developed in a new colored denim fabric called Dock denim. This fabric combines sustainable fibers with eco-friendly dyes from Archroma®, resulting in 54% less water, 65% less energy, 69% less CO2 and 48% less chemicals used compared to the standard dyeing process.
“Uniform of the Free” is not meant as a subtle collection. When it comes to our freedom, nothing should be understated.”
The G-Star RAW F/W ’18 collection is available online and in stores as of September 2018. Join the free on g-star.com.