5 hours ago | By WGSN Insider
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Yesterday G-Star RAW invited its loyal customers to share its passion for denim and enthusiasm for high-end craftsmanship and tailoring by offering a personalized denim Atelier service at the Selfridges store on Oxford Street.
We have been tracking G-Star’s new RAW Tailored Atelier program since its launch earlier this year, so we were happy to receive our invite at its latest stop at Selfridges, London. Their unique bespoke service allows the public to customize a pair of G-Star 3301 Red Listing denim. Professional tailors were at hand to finish the denim, adding a personalized label on the inside, resulting in a unique and personal denim. The service has been set up at G-Star’s concession within the infamous department store, where a team of energetic denim tailors were on hand to customize your own five-pocket Red Listing denim.
Throughout the process the tailors guide you through an assortment of stages that go from the initial fitting and cut and sew, to selecting your personal choice of buttons, labels and rivets. Within 20 minutes you have a unique pair of handcrafted raw Denim jeans. The 3301 denim is crafted from Red Listing raw denim (complete with red seaming throughout) and is woven on vintage shuttle looms, which, as you you can see from the photo, have a beautiful irregular and uneven fabric character.
The RAW Tailored Atelier service will be available exclusively at Selfridges from July 12-15 2012. The retail price of a pair of RAW Tailored Atelier customised denim is £185.
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