Flagship Visit to G – Star Raw Amsterdam
Saturday September 8, 2018
Endymion Fashion is visiting the rather upscale and expensive PC Hooftstraat (mile long street that neatly arranges every major luxury and fashion brand shop by shop in one single long avenue running from the Rijksmuseum by the Van Gogh museum to the Opera building) in Amsterdam, where at the very beginning of the street (côté Rijksmuseum) there is the flagship of G – Star Raw – the real raw Dutch jeans outfitter which today celebrates Pharrell Williams as a co-owner of the brand.
We walk inside and ask the people working there if we can ask a few questions. What follows below is a transcript of an audio of the interview, as well as a small gallery with pictures of Jaden Smith modeling for G – Star for the Forces of Nature collaboration collection.
(Jaden Smith X G – Star Raw with the ‘forces of nature’ collection/ photo credits by GPS Fashion Radar)
G-Star: Jaden is very invested with clothes. He is a fashion icon. And he has his own brand called Misfit.
Endymion: Pharrell Williams is he one of the bosses?
G-Star: Yeah, he is one of the owners. He is managing everything, head of creativity.
Endymion: Does he design at all?
G – Star: He is not a designer, he decides what goes to the market and what the trend is.
Endymion: What is the trend right now?
G – Star: Uniform of the Free for G – Star. That means freedom of mind, freedom of what you are and freedom of what you dare.
Endymion: That is the opposite of Scumbro, do you know what scumbrosare?
G – Star: Yes, layers on layers on layers. The clothes should not identify you.
Endymion: So should there only be one style?
G – Star: Well, G – Star has the identity!
Endymion: And it’s called Free?
G – Star: The new line is called ‘Uniform of the Free’. And G – Star is RAW, raw denim, no extra things, something that is really rough.
Endymion: So you don’t like the Diesel denims we are wearing?
G – Star: *** laughter and thanking us for coming
(more excellent work from the latest collections / credits from GPS F Radar)
Interview: Monika & Sandro for Endymion in Amsterdam
Photos: Monika (flagship), and GPS Fashion Radar (Jaden Smith, new Force of Nature denims)
