10 hours ago | By Samuel Trotman
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Last week, July 3rd, G-Star RAW took over off-site venue Kater Holzig during Bread & Butter to present its Spring/Summer 2014 collection. Stylesight’s denim team was invited down to the legendary Berlin club space to speak to Global Brand Director, Shubhankar Ray on the new range.
Every season during Berlin fashion week, G-Star never fails to deliver a unique denim experience for the launch of their latest collections. S/S 14 proved no different with a controversial move out of Tempelhof to one of Berlin’s hippest club locations, Kater Holzig. The hedonistic club venue provided a stark contrast to their usual industrial glass compound at BBB, with the larger open air space allowing guests to roam around and discover all the hidden G-Star gems and kickback, relax and enjoy the party.
Perched right along the Spree in Kreuzberg, the ex-soap factory provided a cultural wonderland for the denim brands’ latest seasons offerings that included the RAW Story Room, highlighting the new key denims for S/S 14, an energetic choreographed presentation as well as the announcement of their new campaign talents.
Hidden on the 4th floor of the factory space, The RAW Story Room offered a sneak preview into the latest brand developments. We stopped by to speak with Global Brand Director, Shubhankar Ray who was on hand to guide us through the highlights of the multifaceted offering:
What are the new developments you are excited about this season?
We’ve done a lot of innovation in denim over the past 25 years (our celebration this year) and one of those things is our proprietary design signature, the 3-D denim silhouette. So we have introduced a more modern silhouette, the Type C pant. It was originally released as a prototype when we were doing the New York Fashion Week shows. It plays around with volume – a very loose topblock, tapered from the knee with a very narrow hem. It also has super exaggerated pockets inspired by workwear pockets used to hold maps and tools.
Other innovations for men include a lot of different fabric treatments as well as reissuing old styles but done in new fabrics; for example, the Elwood and the US Lumber is now offered in a 14oz red listing selvedge. There is also a Elwood experiment which is offered in a 25oz selvedge, which is a hardcore, extreme version.
What about for women?
For women we have also have a similar concept, so the Type C silhouette but also a lot of innovation in stretch fabrics, like more memory in the stretch. In women’s denim at the moment there is so much fabric technology and innovation thats driving the trend. 30 years ago you couldn’t get anything other than 12oz denim or a little bit lighter weight for women and today you have all sorts of fabric innovation so this is changing the way we are designing the women’s collections. The women’s line has become a lot more perfected or fitted around a women’s body, so depending on where you put the back pockets and seams hit around a women’s body this influences how the contours look. We spend a lot of detail on inch perfect design.
Other highlights include Military Cargo collection which takes old authentic workwear and then doing it in a more modern take – like contemporary fabrics, lighter weights and camo prints.
What are the latest developments for the Marc Newson collection?
This continues with with beautiful industrial grey herringbone denims that look like flannel but they’re not.
And is there anything that we should expect from G-Star thats on the horizon?
We have just launched the new Leica camera a couple of weeks ago, we have eyewear launching and we are announcing the new campaign talents: Sergio Pizzorno and Keenan Kampa. The two are a unique combination of creative talents, Sergio being the guitarist and songwriter of renowned British band Kasabian, and Keenan performing in the prestigious Russian Mariinsky Ballet Company.
Watch out for Stylesight’s full coverage of the Berlin trade shows coming live on the site soon.
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