At G-Star Raw, a regular pair of jeans just won't cut it

Denim lovers in Manila are getting a dose of something raw.

For those who take jeans as seriously as G-Star Raw does, a good pair of jeans is not just enough—it has to be raw, pure and functional.

After all, a pair of jeans in its purest form—untreated and unvarnished—is not just a piece of clothing, it’s a statement of people’s identity; an extension of their personality; a non-verbal cue that says volumes about the things they care about.

It’s a good thing then that G-Star Raw, a luxury street wear made by denim specialists, realizes the fact that denim is never flat. Known for its innovative and cutting edge style, the brand continues to push the boundaries of the denim material.

To the delight of denim addicts in the country, G-Star Raw has recently opened its first flagship store at the Bonifacio High Street Central.

“There’s an ever growing number of individuals who now prefers denim that are made from raw materials,” said Clarissa Reyes, G-Star Raw’s brand manager.

The thing with raw materials, however, is that they are not easy to manipulate. This makes the collection of jeans at G-Star all the more impressive with craftsmanship that gives attention to detail, making every cut, finish, and rivet a cut above the rest.

Distributed exclusively by Kenrich Sidefame Corp., a member of retail giant Primer Group of Companies, G-Star offers complete men’s, women’s and accessory collection, many of which has denim incorporated in its design one way or another—from jeans to jackets; belts to bow ties; shirts to skirts; caps to cardigans.  

G-Star is about breaking rules, making eccentric combinations, and maintaining authenticity. It is both futuristic and cautious; far-reaching and experimental; alternative and traditional.

“What sets us apart is our personalized service. We have our crew ready to assist individuals choose the pair of jeans that fit them the best,” Reyes said.

As opposed to just looking at how the pair of jeans fit at the waist, the Dutch brand also takes into account the length so one can wear the pair of jeans as comfortably as possible. Each store has a denim wall, where a G-Star denim expert is ready to assist anyone find the perfect pair of jeans.

“Our products speak for themselves. The quality is there; the playfulness, the variety in cuts, style, and washes; the technology; the attention to details is exemplary,” the brand manager said.

It isn’t surprising to know that G-Star Raw is the brand that reintroduced raw during the mid-1990s, which paved the way for the distinctive material to re-conquer the world of denim and become a mainstream staple in everyday wear.

G-Star Raw has come a long way since its inception in 1989 in Amsterdam. To date, it has established presence in 70 countries around the world including major markets such as Australia, Austria, Belgium, Canada, Denmark, France, Germany, Hungary, Italy, Netherlands, Norway, Spain, Sweden, and Switzerland.

G-Star can also be found in the US and the UK. In Asia, the brand is available in Japan, Hong Kong, Singapore, and now, the Philippines.

Every G-Star store is a chance to showcase and even “educate” the public about what makes a good pair of jeans. This is why the company makes sure that G-Star items are presented in an environment that conveys the philosophy, design aesthetic and raw authenticity of the brand.

Every element within the interior of the G-Star store is designed and developed using natural materials, through which denim is showcased in its purest form. Fitting rooms are spacious and well-lighted.

On display right now are items included in the pre-fall and winter collection, though new products come regularly.

“You never really know what you’re missing until you get to try our products,” Reyes said.

With a deep passion for denim and raw materials, coupled with architectural perspective on tailoring, no one else knows jeans better than G-Star Raw does.