This January, G-STAR RAW will be ‘Digging To The Future’ at Pitti Uomo. In an equally estranging as inspiring setting, visitors will be able to fully immerse themselves in the refined evolution of G-STAR - getting a glimpse of the next chapter for the pioneering denim brand.
‘Digging To The Future’ is an unexpected 4D experience, the successor of the brand’s spectacular return to Pitti in 2024, which featured the 13-meter-long private jet Maarten Baas created from their own denim waste.
Within the world of fashion, and even far beyond, G-STAR is renowned for its legendary vintage archive: the largest in Europe, with 50,000 unique garments. At the Fortezza’s Magazzino 0, G-STAR not only takes its iconic past, but also showcases the evolution towards the future, against a mind-blowing backdrop. Surrounded by the sounds of live musicians, visitors can hear, see and experience the next steps for the denim brand.
About G-Star RAW
G-STAR is dedicated to the cloth, the craft and the culture of denim since 1989. It is driven by creativity, constantly turning ideas into denim, while consistently following their own distinctive path. The brand has been working for decades with true originals such as Pharrell Williams, Marc Newson, Stephen Jones, Burna Boy, Maarten Baas, Cara Delevingne, Snoop Dogg, Anton Corbijn, Walter Van Beirendonck, and Rem Koolhaas. The brand operates worldwide with a focus on the United States, Europe, Japan and South Africa.
‘Digging To The Future’ is an unexpected 4D experience, the successor of the brand’s spectacular return to Pitti in 2024, which featured the 13-meter-long private jet Maarten Baas created from their own denim waste.
Within the world of fashion, and even far beyond, G-STAR is renowned for its legendary vintage archive: the largest in Europe, with 50,000 unique garments. At the Fortezza’s Magazzino 0, G-STAR not only takes its iconic past, but also showcases the evolution towards the future, against a mind-blowing backdrop. Surrounded by the sounds of live musicians, visitors can hear, see and experience the next steps for the denim brand.
About G-Star RAW
G-STAR is dedicated to the cloth, the craft and the culture of denim since 1989. It is driven by creativity, constantly turning ideas into denim, while consistently following their own distinctive path. The brand has been working for decades with true originals such as Pharrell Williams, Marc Newson, Stephen Jones, Burna Boy, Maarten Baas, Cara Delevingne, Snoop Dogg, Anton Corbijn, Walter Van Beirendonck, and Rem Koolhaas. The brand operates worldwide with a focus on the United States, Europe, Japan and South Africa.