16 November 2023


Reconstructing the future with (di)vision

Upcycling our archive pieces and dropping limited-edition denim alongside the Danish fashion label

This collaboration is all about coming full circle. With the birth year of the G-Star Elwood and the birth year of (di)vision’s co-founder and creative director Simon Wick, the number 1996 holds a special place to both of us, inspiring our project from start to finish. The result? A capsule collection featuring 96 reconstructed, limited-edition pieces alongside a release of 96 custom-made G-Star Elwood jeans.

Upcycling the past

90’s and 00’s styles from our archive were given a new lease of life through the Copenhagen-based brand (di)vision. Taking a curated selection from our archive, styles were transformed into cargos, bomber jackets, accessories and more. A limited-edition unisex collection made for now, from menswear and womenswear designs from back then. Utilizing their statement aesthetic and motto ‘creating from what already is’, each style from the 96-piece edit is an individual one-off. Simon Wick: “I went to the G-Star archive to view everything they saved throughout the years and handpicked the styles that fitted both of our identities.”

The G-Star x (di)vision Elwood

We’ve brought 96 pairs of our G-Star Elwood back. This time with the custom ’96 and (di)vision logos embroidered on every pair. Simon Wick: “The ‘96 Elwood jeans were the ones that were big when I was young. I remember all the cool kids having ‘96 on their back pockets and it was the number you wanted to be associated with. When I managed to save up money by delivering papers, I specifically remember the Elwood jeans being my first fashion purchase so it’s really a full circle moment for me.”

Ninety-six designs. Multiple personalities. One massive rhino.

(di)vision started exploring the possibilities of producing clothing made from deadstock, recycled fabrics, vintage goods and archive stock, originally by dividing clothing and putting it back together. Their playful fashion designs often bring the clothes to life, experimenting with prints and mascots. This time, we featured our very own rhino mascot G-NO in our creative collaboration.

“For us, the project made a lot of sense because of G-Star’s sustainability within the fashion industry. They work with more innovative processes like responsible dyes for denim and organic fibers. That's important for us in collaborations, really knowing that the company we're working with cares about that as well.” Simon says. To celebrate our upcycled collection, each design is exclusively available to purchase at the new concept store ESSX in New York. In addition, a limited drop of 48 pairs of the G-Star x (di)vision Elwood are available to shop now on G-Star.com.


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