G-Star RAW to show RAW Denim collection at Pitti Uomo

G-Star RAW’s complete devotion to denim has meant that each season they have developed an increasingly versatile approach to this world-famous fabric that originally came from Genoa. The brand’s iconic models are reinterpreted in a range of different fabric weights through the Red Listing line, resulting in a collection for both men and women.

A/W 2014 sees the tenth anniversary of the collaboration with highly-acclaimed industrial designer Marc Newson. To celebrate this, a special premium collection will be made featuring innovative Selvedge finishes as well as sophisticated T-shirts and sweatshirts.

G-Star will also be presenting an innovative approach to retail sales and challenging the conventions of traditional denim stores.

Drawing on the style of the flagship store that has recently opened in London and its “Just the Product” philosophy, G-Star has decided to emphasise the individuality of each single pair of jeans, showing the product only and not complete stock. This is a veritable revolution in shopping with a highly conceptual yet extremely functional approach.

A new store will be opening on 27 January 2014 in Rome in Via del Tritone and there will also be a special event for ALTA ROMA.

Pitti Uomo