G-Star RAW steps into Spring with their
Coloured Denim campaign
Featuring DJ Duo Sofi Tukker
G-Star RAW launched its new Spring campaign with a denim collection bursting with colour. Known for their vibrant style and energetic performances, American DJ duo Sofi Tukker are the ideal couple to highlight it. Bold monochrome looks modelled by the pair, pop up in a vivid metropolitan cityscape: from murals to billboards.
Pop colour, colour pop
In a series of giant hand-painted murals, Sofi Tukker introduces the latest coloured denim collection whilst presenting the bright side of G-Star. The campaign escapes reality with the larger-than-life duo performing in gifs and videos across the city. Swaying and dancing to the beat of their hit song ‘Summer in New York,’ the artists bring an optimistic energy with a burst of colour.
Monochrome Moments
Highlights of the women’s collection include the fuchsia Judee Jeans and 70’s Field Denim Jacket in bright green. The Judee is a new denim fit for women with a low-rise and straight leg. Inspired by the 90s and early 00s, this style echo’s the zeitgeist of the trends of today. Back pockets are placed slightly higher accentuating the feminine curves. The 70’s Field Denim Jacket is a new slim, long silhouette with a typical 70’s vibe.
For menswear, key items include the reversible Raw Research Parka and the Bam Loose unisex jean. The timeless parka coat is executed in a light-weight Japanese selvedge denim. Drawcords allow for a personalized fit with elevated features such as a fishtail back that add to the premium style. The Bam Loose is a relaxed, loose fit designed with roomy pockets and graphic prints adding distinct character to a unique style.
Sofi Tukker
The pop duo consisting of Sophie Hawley-Weld and Tucker Halpern are working together since 2014. The musicians, known for their hits Purple Hat and Original Sin, are famous for their colourful vibrant style. As their global popularity increases so does their recognition with one of their albums previously being nominated for a Grammy award.
The G-Star RAW spring collection is available now in stores and via g-star.com
About G-Star RAW
Since 1989, G-Star RAW has pushed the boundaries of denim design, manifesting its own vision of the future by introducing “luxury denim” for the streets through pioneering styles. Hardcore Denim is the philosophy that expresses the brand’s obsession with denim; the cloth, the craft and the history. It pushes G-Star to invent, explore and take craftsmanship to another level – down to the smallest detail – and with a strong belief that there is no limit to what denim can do. With innovation, sustainability and creativity at its core, the brand pursues to define the next generation of denim with respect for people and planet.