Born in Amsterdam, G-STAR has been dedicated to the cloth, the craft, and the culture of denim since 1989. Driven by creativity, we turn ideas into denim while forging our own distinctive path. We introduced untreated and raw denim to the fashion world, elevating the fabric into a mature and sophisticated material. We also led the way in creating anatomic denim, the first-ever 3D-shaped jeans. Our relentless pursuit of innovation has earned us a unique position in the fashion landscape, allowing us to transform denim into a force for progress. For both people and the planet.

Rooted in denim culture, we challenge everything when it comes to the fabric. We constantly push boundaries and dare conventions, with creativity at the core of everything we do. We are pioneers with principles. Always looking towards the future, we're committed to bringing innovations season after season. We don't ask why. We ask why not. Because to us, there’s no limit to what denim can do.