G-Star RAW and (di)vision collaborate on an upcycled limited edition collection
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G-Star Archive classics are reconstructed into 96 unique pieces by (di)vision and 96 limited-edition G-Star Elwood jeans
South Africa, 20 November 2023 - G-Star RAW and (di)vision announce their upcycling collaboration with 96 reconstructed, limited-edition pieces. 90’s and 00’s styles from the G-Star Archive are given a new lease of life through Copenhagen-based brand (di)vision. Alongside this, both brands bring the original G-Star Elwood back, with the custom ’96 and (di)vision logo featured on every pair.
This collaboration is all about coming full circle. With the birth year of the G-Star Elwood and the birth year of (di)vision’s co-founder and Creative Director Simon Wick, the number 1996 holds a special place within both brands.
The capsule collection
(di)vision, whose motto is ‘creating from what already is’, does exactly that with G-Star’s existing Archive. Menswear and womenswear styles are transformed into a unisex collection of all handmade one-offs. The unique designs complete the limited-edition edit including cropped jackets, cargo pants, denim jeans, tops and a range of accessories. Remaining true to both the history of G-Star and (di)vision’s design vision, it draws inspiration from the Y2K-era of G-Star, while incorporating current styles, trends and playful elements that run true to (di)vision.
G-Star Elwood limited-edition
In addition, 96 pairs of the iconic G-Star Elwood jeans, will be exclusively released. This time featuring the original ’96 logo embroidery on the back pocket alongside the (di)vision logo. The loose style offers a hint of nostalgia with a contemporary feel.
Co-founders of (di)vision and siblings, Nanna and Simon Wick explore possibilities of producing clothing made from deadstock, recycled fabrics, vintage goods and upcycling archive stock. The Danish duo offer a unique approach to creating clothes with their brand ethos of ‘creating from what already is’.
“For us, the project made a lot of sense because of G-Star’s sustainability within the fashion industry. They work with more innovative processes like responsible dyes for denim and organic fibers. That's important for us in collaborations, really knowing that the company we're working with cares about that as well.” – Simon Wick, co-owner (di)vision
“G-Star have always worked with young talents, it’s important to us as we love to platform creativity. Supporting sustainable initiatives is also core to our brand DNA, so it’s exciting to work together with a fashion label whose whole ethos is around creating from what already exists.” Gwenda Van Vliet, Chief Marketing Officer of G-Star RAW
The talents of today
The G-Star RAW x (di)vision campaign was shot in Copenhagen on Simon’s close network of friends. Showcasing the rich Danish creative community, models, artists and alike, sit on top of G-Star’s iconic G-NO rhino mascot, created with CGI.
The G-Star x (di)vision capsule collection launches on the 16th November 2023 exclusivily at the recently opened concept store ESSX, 140 Essex Street, New York.
The G-Star x (di)vision Elwood jeans are available on the 16th November at G-Star.com and di-vsn.com. Price: 199,95 Euro / 215,95 USD.
We are also an incubator and a growth engine for exceptional young talent. That means we ourselves are constantly growing and changing. WE LEARN FROM THEM, AS MUCH AS THEY LEARN FROM US. THEY PUSH US TOWARDS NEW THINGS. Our work speaks to that collision. Most of our young talent go on to become a permanent part of our agency. Just over fifty percent of our total staff started as interns, some of them as much as ten years ago.
