G-Star RAW and (di)vision are pleased to announce their collaboration on a unique, limited-edition collection. With a focus on upcycling and sustainability, 96 one-of-a-kind pieces have been created by (di)vision using reconstructed G-Star Archive classics. Additionally, the iconic G-Star Elwood jeans make a triumphant return with 96 exclusive pairs featuring the original ’96 logo embroidery and the (di)vision logo.
This collaboration marks a full-circle moment for both brands, as the birth year of the G-Star Elwood coincides with the birth year of (di)vision’s co-founder and Creative Director Simon Wick – 1996 holds significant meaning for them both.
The capsule collection showcases (di)vision’s dedication to creating from existing materials, as they transform G-Star’s menswear and womenswear styles into a unisex collection of handmade, one-of-a-kind garments. Cropped jackets, cargo pants, denim jeans, tops, and a range of accessories are carefully crafted, merging the Y2K-era inspiration from G-Star with (di)vision’s contemporary design vision. This collaboration perfectly captures the essence of both brands, incorporating current styles, trends, and playful elements.
In addition to the reconstructed pieces, the legendary G-Star Elwood jeans take centre stage. These limited-edition jeans, available exclusively as part of this collaboration, come with the original ’96 logo embroidery on the back pocket, alongside the (di)vision logo. The loose style offers a nostalgic touch while maintaining a contemporary feel.
(dI)vision’s co-founders, Nanna and Simon Wick have always embraced the possibilities of working with deadstock, recycled fabrics, vintage goods, and upcycling archive stock. Their unique approach to fashion, centred around creating from what already exists, perfectly aligns with G-Star’s dedication to sustainability in the fashion industry.
Simon Wick, co-owner of (di)vision, explains, “For us, this collaboration made a lot of sense because of G-Star’s commitment to sustainability. They employ innovative processes such as responsible dyes for denim and the use of organic fibres. It’s important for us to collaborate with companies that share our values.”
Gwenda Van Vliet, Chief Marketing Officer of G-Star RAW, adds, “G-Star has always been dedicated to supporting young talents and showcasing creativity. Our brand DNA revolves around sustainable initiatives, making it exciting to collaborate with a fashion label that shares our ethos of creating from what already exists.”
The G-Star RAW x (di)vision campaign was captured in Copenhagen, featuring a cast of Simon Wick’s friends from Denmark’s vibrant creative community. The campaign imagery showcases the collaboration’s unique garments against the backdrop of G-Star’s iconic G-NO rhino mascot, expertly created using CGI.
The G-Star x (di)vision capsule collection is available exclusively at the recently opened concept store ESSX, located at 140 Essex Street in New York. Furthermore, the G-Star x (di)vision Elwood jeans can be purchased online at G-Star.com and di-vsn.com
