G-STAR started in Amsterdam in 1989. From the very beginning, we have been fascinated by denim: from the material to the craftsmanship and the culture. Creativity is our guiding principle: we translate ideas into denim to forge our own unique path. Thanks to us, the fashion world was introduced to untreated and raw denim, which has since been taken seriously in all its facets. This also applies to the application of anatomical design principles, which enabled us to be the first to launch 3D-shaped jeans. The continuous pursuit of innovation has earned us a unique position. Denim is more than just a fabric; it is the driving force behind progress, with respect for people and the planet.