By Jyothi Venkatesh
Dutch denim label G-Star Raw known for its creativity and craftsmanship in being the most sustainable denim wear brand, launched their store at the newly opened, JIO World Drive Mall at the Bandra Kurla Complex in Mumbai. Presenting RAW FACTORY, a unique opportunity to showcase real and raw experiences for its audiences, G-Star invited Grammy nominated songwriter and Indian American rapper, Raja Kumari for an evening of electrifying rap and hip-hop tunes at a live performance at the Green Co-op area of the Jio World Drive Mall. Raja Kumari’s energy- loud, bold and opinionated, is just as perfect as G-Star’s rugged personality.
The performance of the evening opened with a set by rapper Shah Rule before Raja Kumari took over the stage, sporting G-Star denims. Speaking from the event, Raja Kumari said that, ” I’m really happy to be here and perform for G-Star and all our fans. I really resonate with the brand; about being raw, real and authentic. This is my first performance on stage after very long and I’m very grateful for the opportunity to partner with brands that truly resonate with my music.”
Manu Sharma, Business Head of G-Star Raw at Reliance Brands Limited, said that “G-Star Raw is a free spirited, forward-thinking brand that is at the forefront of the denim industry globally. The Dutch brand is proud to open its flagship store at Mumbai’s most sought after urban hangout – Jio World Drive, offering its range of pioneering products, majority of which are sustainability created”.
The 1200 sq. ft. store has a unique open ceiling concept with raw finishes that capture the design ideals of the brand: rough, stylish, pure and functional. It houses their Fall-Winter ’21 collection that includes garments inspired by the Military, US Army Air Force- Bomber Jackets with functional Flap pockets, Flight Cargos, Denims with pockets and Zipper details, Patch works, A-Staq denims inspired by their key fit D-Staq, 3 D Construction inspired by Riders, Hawaiian Shirts, and a larger, more prominent G-Star logo. Combining military influences with pioneering uses of different washes and raw denim, G-Star’s Fall-Winter collection comprises authentic details on denims, bomber jackets, cargo pants, overshirts, utility wear, jackets and chinos.
G-Star is focused on the innovation of denim, they design for the future in not only in how their products look, but also the wider impact they have. Being the originator of forward-thinking design concepts such as 3D denim, unique craftsmanship and progressive collaborations, G-Star, prides itself as being the most sustainable denim wear brand with C2C Gold Certified products, the use of sustainable fibres, use of earth colours for dying and several other initiatives.