The renowned denim brand G-Star is reestablishing its presence in Australia with a modern twist on its classic ‘Raw’ denim line, appealing to both nostalgic fans and new fashion enthusiasts.
A notable fashion brand known for its distinctive denim style is making a significant comeback in Australia, rekindling the affection of long-time fans. G-Star, a European brand that rose to prominence in the 2000s and 2010s as a staple of Australian streetwear, is reintroducing its signature ‘Raw’ denim line with a modern twist, aiming to captivate both nostalgic shoppers and a new generation of fashion enthusiasts.
The resurgence of G-Star comes as a nostalgic moment for many who remember it as a status symbol in street fashion. The brand has begun expanding its presence across Australia and New Zealand, securing retail partnerships with prominent retailers such as David Jones, The Iconic, Glue Store, and Culture Kings. Furthermore, G-Star plans to open dedicated retail stores across Oceania in late 2025, enhancing its visibility and availability in the region.
Founded in the Netherlands in 1989, G-Star first entered the Australian market in 1998. However, the brand encountered significant challenges during the COVID-19 pandemic, leading to voluntary administration in May 2020. This resulted in the closure of 57 stores and left more than 200 employees without jobs. The economic downturn caused by the pandemic was a substantial factor in their decline.
Despite the setbacks, G-Star has made strides in recent years. The brand’s denim has been spotted on model and actress Victoria Jancke, and it played host to an afterparty with Belgian designer Walter Van Beirendonck at Paris Fashion Week in 2024. Collaborations with well-known cultural figures such as Pharrell Williams, Snoop Dogg, Burna Boy, and Cara Delevingne further demonstrate G-Star’s ability to resonate with contemporary trends and styles.
Helder Borges, Managing Director of Good Products & Co., highlighted the brand’s innovative spirit, stating, “For nearly 40 years, G-Star has redefined denim, pushing boundaries and challenging an industry rooted in tradition. We want to bring the rebellious spirit and bold vision for the future to the Oceania consumer.”
As G-Star returns to the forefront of fashion, its offerings, including the classic raw denim jeans and utility jackets, are being marketed with an emphasis on contemporary styling—pairing denim pieces with casual items for a relaxed yet fashionable look. With denim-on-denim styles back in vogue, G-Star’s structured jackets and jeans are poised to become essential wardrobe staples once again.
Source: Noah Wire Services
