G-Star Raw denim was found in Amsterdam in 1989 and for more than 20 years has been fusing high-level craftsmanship with streetwear edge, specialising in raw denim and creating washes and treatments that bring out the unique qualities and characteristics of denim.
In 2016, American rapper, singer, song-writer and producer Pharrel Williams became co-owner of the denim label. The style pin-up was “set to be immersed in the company on many creative levels, from collections, of to advertising and business strategy”, a statement said.
Raw denim, also known as dry or unwashed denim, is denim that has not undergone any of the usual washing and distressing processes. It comes straight off the loom and is cut and sewn into jeans and then sold to you. It is stiff with a deep blue color and has a distinctive sheen.