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 History is made in perspective decisions being transformed into reality. This holds true for G-Star brand history; otherwise each day millions of people see military outfits and only one had the flash illumination to convert it into possible business proposition. The awakening was so strong that ideas transformed raw denim into a fashion statement first nationally in Netherlands 1989 and then internationally. At that time the product went by the name Gap Star. The products launched were jeans and men’s wear. It was in 1996 that G Star Raw spearheaded the market and created ripples in the fashion world. Hence forth the company challenged the monopoly of many established international players in the global market and excelled in customers preference for G- Star.
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 The acumen of great business sense in G Star brand history was made in a modest manner maintaining the elegance in clothing of raw denim but at the same time making it look neat honest natural comfortable and practical in use. To bring out such distinctive qualities in unprocessed denim cloth was a Herculean task and changing the mind set of purchasers a bigger task. All these road blocks eased out once the product was seen and evaluated. The underlying philosophy of product helped it to become a brand. It is the uniqueness and the character of the product that it is being sold through 150 stores in different continents such as USA, Netherlands, Germany, UK, Europe and Asian countries like Hong Kong and China. It manufactures apparels for men and women. It is now a trend setter ringleader and its products are adored in fashion week such as The New York Fashion Week by celebrities’ famous models and actors. The company’s philanthropic façade came to light at the 2008 Fashion Show at New York which was dedicated to United Nations Millennium Campaign to eradicate poverty. The social responsibility is part of the underlying philosophy of the company.
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| Innovation timely research feedback and its application on clothing product have given it a competitive edge over rivals. 2009 will see the revival of denim jackets of 1960s but with style. Gap star became G-Star once it went international; but the basic fabric in construction remained the raw denim made fanciful by silk, leather enhancers by way of lining. The urban crowd of all ages is aware of the prestige awarded by peers when seen possessing and adorning this brand of shirts, t-shirts, polo shirts, jumpers, zip tops, caps and jackets, jeans and sweat shirts. The online shopping has made purchase nearer home and very convenient. |
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