For over 30 years, G-Star has kept its philosophy "Just the Product" since inception in 1989. Many denim ‘firsts' have resulted from this single-minded approach, including the launch of ‘luxury denim for the streets,' which fuses high-level craftsmanship with street level edge to establish a new denim sector; the positioning of raw, untreated denim as a wearable and desirable material; and the evolution of our distinctive denim silhouette, which incorporates architectural and 3-D thought into denim manufacture. We've also maintained denim's intrinsic elegance by developing washes and treatments that highlight the fabric's distinct attributes and qualities.