G-Star, the Netherlands most popular urban fashion label, is defined by its raw, vintage military style. What started out as a jeans brand in 1989, has established itself as one of the world’s most cutting-edge fashion labels, working together with talented Dutch designers like Michiel Keuper and Franscisco van Benthem. G-Star constantly reinvents itself, while remaining true to its original concept and colour pallet.

Despite G-Star’s international success, they constantly seek new ways to strengthen their worldwide image and keep themselves on top of their game. After a series of surprising - and celebrated – runway shows featuring poetry performances by cinematic Icons, G-Star once again “does the unexpected”, by collaborating with a Brass ensemble called Hypnotic.