A Brief History of The G-STAR Elwood

A Star Is Born

Back in the ‘90s, denim production was far from what we are used to nowadays. Raw indigo was often misunderstood by the majority. Too tough. Too heavy. Hard to break in. The trend leaned heavily towards washed and treated denim, which offered immediate comfort and a worn-in-look. Enter Pierre Morisset, our visionary former head designer.

In 1996, Morisset was inspired by rugged and weathered motorcycle pants, shaped by the elements and frequent wear. He saw an opportunity and reimagined the same garment. This time, using raw denim. By combining innovative seams usage with inserted panels, he sculpted the jeans to fit around the wearer’s body contour. Creating an anatomic silhouette that would mold to their natural shape.

Breaking away from tradition, this construction not only provided freedom of movement. It gave that worn-in look even when hanging on a rail. It was bold. Rebellious. It had attitude. This familiar feeling resonated with many and catapulted our brand onto the global cultural radar.

A Signature Statement

The G-STAR Elwood defined our DNA. It encapsulated our design principles, introducing anatomical constructions whilst remixing garments and fabrics. It played with the unconventional. It merged heritage and future-forward thinking. Worn by the likes of Pharrell Williams, Justin Bieber, and Jaden Smith, it quickly became one of the most sold jeans in the history of denim. Disrupting the industry status-quo, we built a new vision of jeans. A new indigo era.

Three decades have passed. Trends have come and gone, but the key elements of the G-STAR Elwood remain unchanged. And they are here to stay. Pockets are sewn at 45 degrees. Diagonal seams cross the thighs. Ergonomical knee pads and heel guards enhance flexibility and movement. A saddle patch flatters the body shape, while making a bold statement. Aesthetics meet comfort. The appeal of this garment is undeniable. When worn, the forward tilt gives a poised stance, even when standing still. Dynamism at its rawest.

An Ever-Evolving Icon

Morisset built a legacy that has continuously evolved, adapting and changing with the times. The G-STAR Elwood has morphed, while maintaining its essence. Over the years, it has embraced contemporary trends and innovations, always able to stay relevant. In 2010, a raw and tapered “Nettle” version was launched, crafted from a groundbreaking combination of organic cotton and nettle plant fibres. In 2011, a “15 Years of 3D Denim” model was released, and in 2023 it relaunched with a regular fit true to the original design, and a loose version for the baggy pants lovers.

In 2024, it was the highlight of our first instalment in THE DENIM, a series of exclusive limited-edition jeans, created by emerging designers. For THE DENIM 001, Berlin-based brand Ottolinger reinterpreted the G-STAR Elwood, drawing inspiration from the female form. The design features zips along the bottom side and the full length. And in 2025, for the first time, our signature jean has been updated in a low-waist and loose unisex fit, made with premium Italian and Japanese denim.

The G-STAR Elwood introduced an innovative approach to denim. Designers and brands were (and still are) inspired by it to push their boundaries and creativity. The journey of this iconic jean is not just about fashion. It is about our mindset. It stands as a testament to forward-thinking design. A symbol of style that has defied time and remains at the forefront of the denim world. Pioneering then. And now.