Denim isn’t automatically what you think of when it comes to cutting edge design, but jeans superbrand G-Star is making a stand against such assumptions by taking a stand at Tokyo Designer’s Week this year.
Showcasing at an international design platform might seem like a bizarre move but the brand is keen to prove that the craftsmanship it prides itself on is a universal principle, regardless of the design discipline.
Click here to see more of the Tokyo showcase
The 75 metre-squared glass booth plays host to a series of handcrafted objects (made from denim naturally), waxed denim coats, a selection of NY Raw Special edition garments alongside highlights of the Spring Summer ‘08 catwalk collection. Quite apart from the obvious benefits of opening up the label to a crowd that won’t be as familiar with the brand as those at home on the front row during fashion week, it’s a bigger statement by G-Star about design as a whole.
The company has described its space as an ‘infotainment environment’, which we take to mean a display of fashion and design objects intending to show how the two disciplines are no longer so separate, nor confined to their designated fashion week or design festival. And if the Spring/Summer shows just passed are anything to go by - where we witnessed a burgeoning trend for collaboration between the worlds of fashion and art, architecture and industrial design - then G-Star is certainly one step ahead of its denim peers.
INFORMATION
G-Star Raw is situated at the Container Ground.
- Event dates
- 31 October 2007 to 4 November 2007
- Website
- http://www.g-star.com
- Address
- Jingu Gaien / Aoyama area
2/3 Kasumigaoka-Cho
Shinjuku-ku
Tokyo
