G-Star Keep it Raw

G-Star at footasylumG-Star at footasylum

The G-Star brand can help you look and feel like a rock star.

G-Star's 2009 lines tapped into an image that rocks. Not only does the G-Star brand focus on fashion, but it is preoccupied with some of the leading issues that today's rock stars often advocate. Many fashion houses take corporate responsibility seriously, by championing a cause or giving back to the community. G-Star are dedicated to the campaign to end world poverty. It's a goal that ties in with the very public campaigning by the likes of U2's Bono.

G-Star Go Global

The G-Star brand conducted a global art exhibition in the windows of its main stores in Spring 2009. The installations had one strong message behind them – that the denim brand G-Star Raw is campaigning to support the eight United Nations Millennium Development Goals to help reduce world poverty. G-Star exhibited in 162 stores worldwide. The idea that a fashion window or website can be a space for political messages is not new. The fashion world has frequently found itself at the controversial centre of campaigners and activists – most notably the anti-fur campaigners. But the G-Star approach is as sophisticated as its clothing. Art installations, and invites to G-Star web users to send their ideas on ending poverty to world leaders is a more imaginative approach befitting of a designer label like G-Star Raw. The drive to end poverty includes meeting the goals to end hunger, invest in education for all, gender equality, and child and maternal health.

The United Nations of Fashion

G-Star Raw is in partnership with the United Nations campaign and has actively brought their objectives into their catwalk shows. For their spring/ summer 2009 collection, G-Star called on UN ambassadors Heather Graham and Alan Cumming to host their show in New York at the end of 2008. The move helped raise awareness both of the brand and the cause. And perhaps as the economy struggles, it's never been so crucial to raise awareness and to not loose the incentive and passion behind the campaign. Director of the UN Millennium Campaign said using 'creative platforms' such as G-Star's art installations has never been so urgent to try and mobilize citizens across the world. Fashion has always attracted attention and spoken directly to people, making it a particularly effective way to convey a message.

Buy G-Star at FootAsylum

FootAsylum are proud to stock G-Star. Find a range of G-Star apparel online, alongside some of the biggest brand names including Fred Perry, Diesel and Adidas.