The Marketing and Distribution Partnership Will See The Denim Brand Expand Through India

G-Star Raw and Genesis Luxury bring denim innovation to India. "G-star is a true pioneer in the denim industry. Their wide expertise, from distinct styles to superior fits, is something yet to be seen in the Indian market. We are very excited to launch their entrance." Sanjay Kapoor, Managing Director of Genesis Luxury.

G-Star RAW is the innovative denim brand, renowned for their focus on denim craftsmanship and its constant innovation. G-Star continues to follow a philosophy of 'Just the Product', preferring to practice product engineering rather than design. The brand first revolutionised industry mind-sets in 1996 by introducing raw, untreated denim as a wearable and desirable material, to a market populated with heavily treated and stonewashed garments. Head designer Pierre Morisset's conception of the '3D Denim' approach shook-up the industry for a second time in the same year.

'3D Denim' is a pioneering method in the construction techniques of jeans. Unlike traditional patternmaking, which approaches the garment as a flat object, 3D Denim sculpts to the body's form, creating a fit of increased precision and comfort. The 3D Denim method continues to be explored and furthered by the brand – the 'Type C' style is the line's most recent addition, following the Arc pant and G-Star Elwood.

With denim offerings that span premium Japanese selvedge denims, unwashed raw denims in deep indigo shades, to sophisticated treatments and washings for natural-looking wear, G-Star is an industry expert.

Celebrated for their flattering fits and engineered details, every man and woman can find their signature jeans with this brand.

Unrestrained by its industry, G-Star ventures into notably unconventional collaborations, including recent 'Crossover' projects with Prouvé furniture, Leica cameras and Land Rover vehicles. Continuing to take the path less worn, today G-Star represents the forefront of denim innovation.

G-Star has a strong worldwide following and is regularly spotted on celebrities who are fans of the brand, including Jay Z, Rita Ora, Cara Delevingne, Heidi Klum, Robert Pattinson and Gwen Stefani.

The marketing and distribution partnership between G-Star and Genesis Luxury will see the denim brand expand throughout India, beginning with a store opening in Delhi NCR later this year.