CONSTANT DENIM INNOVATION – G-STAR RAW RESEARCH BY AITOR THROUP

The RAW Research collection is born from G-Star’s internal innovation laboratory, developed and led by creative consultant Aitor Throup, and located at the brand’s Amsterdam HQ. Focused on experimenting with product design by clashing tradition and innovation, the laboratory symbolizes an endeavor to find new ways of crafting denim through the process of exploration, curiosity and experimentation. The resulting first RAW Research collection explores the two polar opposite states in the life of a denim garment, using the same Italian selvedge denim fabric for every single piece. On one extreme: rigid, untreated raw denim, on the other: bleached-white denim where only a hint of indigo remains.

BLQ_G-Star RAW Research PARIS_2

The 20-piece collection includes a bleached version of the Rackam 3D tapered jeans and the Rackam bomber, a jacket that can be taken off yet remain attached to the body through an innovative strapping system.

For RAW Research, Throup led the team through a process based largely on experimentation and exploration. He has been collaborating with G-Star on a range of projects and collections since 2014 and designing the brand’s newest 3D Denim style, the Staq.

“I first started working with G-Star because I recognized that a big part of their success had resulted from taking risks and challenging the conventions of denim. After collaborating in a brand-wide capacity for a couple of years, we took a mutual and logical decision to set up a research and innovation lab within the company; with its own dedicated team of specialists focused on researching new possibilities for denim and denim-related products. We call this lab ‘G-Star RAW Research’, says Throup about the collaboration.