the largest stores of its 15 stores in Australia. Originally established at the site almost 10 years ago, the store’s refurbishment took around one month to complete and is visually impressive, displaying a modern industrial look through the use of raw and innovative materials. These materials include a couple of shades/textures of concrete, ranging from dark and glossy to white and rough; aluminium; powder-coated steel; glass and oak; as well as a range of custom-developed fabrics and carpets. “The uncompromised, ‘just the product’ design results in a raw space optimally displaying the pure impact of our jeans range,” G-Star Raw, marketing manager, emerging markets and southern hemisphere, Aidaly Sosa, advised Inside Retail Weekly from the company’s head office in the Netherlands. “We create focus by designing whilst respecting the existing architecture and structure of the space. “The industrial staircase elevates the space, creating a more powerful Raw experience. The store is raw and innovative. The materials we used, the clothing in it, the bare straightforwardness of the store concept.” The G-Star Raw brand was founded in Amsterdam in 1989. G-Star has been present in the Australian market since 1992, and in 1998 G-Star Australia Pty Ltd offices and showroom opened. The first G-Star Raw store, a Melbourne flagship, opened in Australia in 2003. The Sydney flagship store is 220sqm, however G-Star Raw stores worldwide range in size from 100sqm to 600sqm in a variety of locations, from new shopping malls to industrial warehouses. Stores are regularly updated, and are refitted every five years. Alongside its jeans core, G-Star offers a wide range of apparel, accessories, footwear and eyewear. Utilitarian & mechanical Sosa explained that the Sydney flagship store stands out because of its focus on three factors – denim favourites; high-level curated service; and, “the joy of a good physical shopping experience”. To achieve this, the store concept was stripped back to its functional parts, ie, explaining denim, the collection and the combination of the two; fitting; paying; and stock keeping. “Where other brands add spectacle, we focus on the essence of finding the perfect jeans through strong denim presentations, being a specialty store,” she said. “We approach denim design as product engineers, resulting in the pioneering of 3D denim 20 years ago. This raw 3D approach is also visible in our architecture, whether it’s the bending of a knee in a jeans or a frame to support a table service. “This also translates to fixture designs based on utilitarian and mechanical principles. Production techniques and applications are true to the nature of the materials, so wood is applied in its optima forma just as is steel and aluminum. “The ‘floating legs’ that showcase our jeans selection are a quite literal illustration of our ‘Just the Product’ philosophy.” As Sosa further explained, “Finding the perfect denim is a process that’s quite similar for customers all over the world. Therefore our retail architecture concept remains the same, but every environment is completely different, as our designs are based on respecting the original building or space.” In 1996, G-Star pioneered 3D jeans – developing the Elwood brand, tailoring denims to accommodate the body in movement and re-inventing the five-pocket constructed denim. To celebrate the 20th anniversary in 2016, several Limited Edition 5620 Elwood designs will be launched throughout the year. Sosa hints at further initiatives to be announced next year: “Watch the G-Star.com space for all news related to our 20th anniversary year.” Sustainable focus The flagship also features the collection designed by famous American songwriter and rapper, Pharrell Williams, for the eco-conscious RAW For the Ocean collaboration, comprising denim made from recycled plastic found in the ocean, launched in 2014. “At the start of this Spring/Summer season, partners G-Star, Bionic Yarn, and Parley for the Oceans have transformed over two million single use plastic containers recovered from ocean coastlines into high quality denim jeans, jackets, and ultra soft tee’s and sweats,” Sosa explained. “In an effort to raise more awareness regarding the ocean cause, we recently released The Battle For Big Blue – a mobile game designed to raise awareness about ocean pollution.” The rising tide of International fast fashion brands in Australia The store features collections tailored to the Australian market and the brand’s iconic styles, including its innovative 3D denim and the premium menswear capsule by renowned Australian designer, Marc Newson. So, how does Sosa view the impact of the increasing number of international fast fashion brands arriving in the Australian market? “These changes mean that a lot more players in the market offer jeans, but we remain true denim specialists,” she argues. “There are approximately 300 people in our HQ dedicated solely to the design and development of the best jeans product. G-Star is committed to providing consumers with the best jeans to suit their individual taste and shape.” Want more Inside Retail? Subscribe to Inside Retail Weekly now and get our premium print publication delivered to your door every week.