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Dutch denim experts G-Star RAW were founded in 1989 crafting stylish but substantial solutions to the age-old fall-out between practicality, versatility and looking really, really cool. G-Star RAW have become a global in-demand brand for combining all three factors, fusing them in their signature style inspired by traditional military designs but given a contemporary, civilian update. Called RAW because all their cotton is untreated and organic, they might be tough but still have a heart of gold. Their no-nonsense attitude and classic cuts are summed up by casting raw beauties Liv Tyler, Arizona Muse, Clemence Poésy and Bond Girl Gemma Arterton to front their campaigns as well as actor, artist, film producer and musician Vincent Gallo. But it’s not just jeans. Other collaborations have culminated in the RAW Leica camera, Prouvé RAW furniture, a RAW Defender Land Rover, a boat, a bike and their very own blend of Cognac, not to mention their ongoing collaboration with Marc Newson.


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