Indeed, the 90s are back! Well, denim-wise at least. G-Star RAW has teamed up with fashion and cult lifestyle magazine Glamcult to take over the latter’s on-trend retail space in Amsterdam‘s notorious Red Light District to celebrate the G-Star Elwood, the Dutch denim behemoth’s iconic model from 1996. The Glamcult x G-Star RAW pop-up store will not only relaunch the aforementioned model, but the two entities have also collaborated on a a series of reimagined G-Star Elwood jeans which are exclusively available at the pop-up store. Additionally, G-Star RAW and Glamcult explored new horizons within their design with a limited edition capsule collection, marking the return of the groundbreaking 3D denim design that first caught the attention of denim communities across the planet in 1996.
This icon of G-Star RAW history has always embraced the contemporary, and today they continue to skillfully accentuate the very features that made it an original standout: from 3D knee patches to the 45-degree pocket, and the captivatingly slanted thigh seams. The six-piece capsule collection derives its essence from the very core of the G-Star Elwood. Peering into the inner sanctum of the jeans, it cleverly turns them inside out, revealing not only the intricate blueprint and shades of the design but also the fundamental nature of G-Star RAW’s artistic vision. Deliberately showcasing the seams and original design through accentuated slits and tailoring along the thigh, knee, and shoulder seams, Glamcult’s take on the G-Star Elwood emphasises the defining characteristics with a bold twist (open Sep 7-10).
Glamcult x G-Star RAW pop-up store
Dollebegijnensteeg 5A
1012GH Amsterdam
Daily 10am-5pm
Publishers Note
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