The denim innovator drops its latest local campaign
Words: Nhlanhla Masemola | Images: Supplied
Since their founding in the 1980s, G-Star RAW has arguably been the go-to purveyor of all things streetwear and denim. From pioneering new styles to challenging industry standards, G-Star Raw has proven to be an innovative brand effortlessly capable of combining luxury with street edge.
When one thinks on G-Star RAW’s DNA it should then come as no surprise that the brand would partner with two of South Africa’s most influential style stars — multimedia visual artist, Trevor Stuurman and actress, Nomalanga Shozi — for their latest campaign. “It’s you. Own it,” reads the campaign, imploring us to be the truest version of ourselves, body and person. Evidently, Stuurman and Shozi embody this notion perfectly as advocates of individuality and South African expression.
“We’ve worked with Trevor and Nomalanga many times before, so we’re thrilled to be lifting our collaborations to the next level,” says Alastair Davies, general manager of the Southern Hemisphere at G-Star RAW. “We’re proud to have them represent us as they perfectly embody our campaign message.”
Dedicated to craftsmanship, G-Star has been pushing the boundaries of what’s possible with denim and has shaped the industry through innovations like its ‘3D Denim’. Speaking of the campaign Davies continues, “We know who we are, and we own it. That’s the essence of why we believe this campaign will resonate with like-minded South Africans.”
Stuurman, speaking of previously collaborating with G-Star says, “It’s been a great pleasure to once again collaborate with the G-Star team. I think affirmation of individual identity is so important. In South Africa, we’re all so diverse. It’s critical we recognise our own strength and that of others. For me, that’s what this is about.”