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What is the first thing you look at when you try a new pair of jeans on? Don’t hide it, we all do it: our butt. Is it too big? Too small? Too flat? We all think of it and want to show it differently, but we all look for the same: the perfect fit. The team at G-Star know this, and that’s why their Fall/Winter 2019 campaign focuses precisely on that.

As Gwenda van Vliet, G-Star’s Chief Marketing Officer, told us in the presentation at their Amsterdam headquarters, this season is about ‘hardcore denim’. And, as saying, it focuses on the most important thing: that your jeans fit properly in the right area. And how do they achieve that? In addition to good patterns, cuts and materials, it’s all about the details – from zippers to buttons, to seams and stitches. And also, about variety. This season, G-Star presents eleven models of jeans – between men’s and women’s – to elevate your look and lift your butt, all of which enhance your figure while being comfortable and practical.

For women, almost all jeans are high-waisted, which helps enhance the natural curves of the body. But, as said previously, the secret is in the details. For example, the Kafey model is double stitched with inner and outer legs seams positioned slightly forwards for a leg-slimming effect; the Tedie jeans are made from sustainable fabric and feature ripped hems, rivets on the back pocket and an inserted welt coin pocket; and the Janeh, with a more relaxed fit, have a worn-in jean with curved yoke. On another side, you can also find the Shape jeans, which are skinny, indigo-dyed, and designed with smart tailoring; the Jackpant jeans, which are slow-speed woven and feature a front pocket that runs into the back pocket, eliminating the traditional seam; and the Joci jeans, with a twisted seam that runs from the back pocket towards the knee, ending at the hem creating a 3D shape for freedom of movement.

Men have several options too. To start with, the Citishield jeans, made of pre-aged, water-resistant denim with engineered seam positioning for a slim, tapered fit and a zip pocket. And also, the Type C jeans, made with oversized back pockets and 3D ‘o’ leg effect for an exaggerated twist from the leg to the ankle; the 5650 jeans, inspired by the stance of trumpet players from the 1950s with a 3D distorted inseam panel in the back that gives a vintage feel; the Kilcot model, a straight tapered fit featuring an eye-catching button-closed coin pocket executed in a contrasting material; or the Tobog jeans, with a brass zipper that has been placed at the back pocket, adding detail to the 3D relaxed, tapered silhouette.

A handful of these models are made in sustainable fabrics, and that’s the clear direction where G-Star is heading to. They define themselves as “not another denim brand” and expect to lead the way for other companies. “It’s not about making us better but about making the industry better”, stated Gwenda at the presentation. They also know the risks that this implies, like green-washing, the practice where companies affirm they’ve gone eco-friendly when, deep down, they haven’t.

That’s why they’re looking into their value chain (the companies that produce their garments but also what happens to their clothes once they’re bought and worn) and making the necessary changes to place themselves on the right path. For example, they’re using more and more natural dyes, and one of their goals for 2020 is to use only sustainable materials like organic cotton. Also, they’re working on a strategy of circularity – from using organic cotton fabric to the world’s cleanest indigo technology, sustainable washing technologies, eco-finish jean buttons and responsible manufacturing. So, next season will be as green as possible; in the meantime, enjoy the best-fitting jeans for you, which also come in eco-conscious materials.

Arnau Salvadó

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