G-Star is focused on the innovation of denim. When we design, we design for the future; not only in how our products look, but also the wider impact they have. If we still want to be here as a denim brand in 20, 50 or even 100 years from now, it is crucial for us to think innovatively about the impact we have on people and the planet.
For G-Star, this means future-proofing denim by investing in sustainable innovation and incorporating it in everything we do. We focus on a circular approach to how denim is made and used by our customer to create tomorrow's classics: quality denim of the future with respect for people & planet in a transparent manner.