Founded in 1989 with a philosophy focusing on “Just the Product,” G-Star was one of the pioneers responsible for the luxury denim movement. The Dutch-based label’s positioning of raw denim as wearable and desirable from head to toe, along with an importance placed on craftsmanship and street edge, enabled the brand to become synonymous with the unwashed fabric. Today, G-Star encompasses a range of complementary lines and labels that help present denim in a new light. The Correct Line, for instance, is a tailored collection emphasizing proportion and detailing, while the G-Star RAW Sustainable Program utilizes organic cotton for its environmentally responsible products. These cohesive, yet also disparate elements of the brand are now housed at a new headquarters in Amsterdam.
Designed by OMA, the building houses the core nucleus of G-Star’s departments, around which various offices, parking and support facilities are located. Aesthetically, the structure’s design mimics the uses and function of its various spaces — the core of the building is housed in a glass facade, while the outer ring is comprised of black concrete. Inside the creative core space, staggered floor plates and double-height ceilings, along with flexible, multi-use spaces enable open communication and creative dynamism. In the latest installment of HYPEBEAST Spaces, we take an exclusive peek into G-Star’s base of operations and a hot spot for perpetual innovation in the realm of denim. Click through the images above for a closer look.
Photography: Ravi Sidhu/HYPEBEAST