Fashion
insiders, media and celebrities, converged at Arcade Café to celebrate the 20th
anniversary of the iconic G-Star Elwood 5620 jeans. The original 3D constructed
denim by G-Star RAW was introduced in 1996, invented by Head Designer Pierre
Morisset after finding inspiration from a passing motorcyclist in the South of
France.
Fusing
high-level craftsmanship with street level edge, the event was themed to suit
G-Star’s positioning of raw, untreated denim as a wearable and desirable
material. Presented through an installation with product hanging from the
ceiling and displayed on light-up plinths, G-Star showcased the recently
launched Footwear collection and apparel highlights. Including their next
generation of 3D denim called the Staq* and Pouch** pants.
Entertainment
was provided by the renowned GQOM music jock, DJ Lag, while Timo ODV ensured
that guests had something to sing along to during his mind-blowing performance.
Guest were treated to Arcade inspired canapes which were nicely paired with
Jack Daniels’ cocktails.
The
G-Star Elwood 5620 represents the core of the brand’s DNA, a symbol of
innovation as the first design using the 3D Denim method of construction.
Despite evolving with time to become one of the most recognized denim designs
of today, the G-Star Elwood 5620 has retained the five key elements that make
it instantly identifiable – its knee patches, 3D shaping knee darts, saddle
patch, heel guards, and slanted thigh seams.
The
G-Star Elwood, is available in G-Star stores and online at g-star.com.
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