After the controversy surrounding his jeans, the famous chess player is collaborating with G-Star.
The excitement surrounding Grandmaster Magnus Carlsen’s jeans has “an aftereffect.” The famous chess player is collaborating with Dutch denim specialist G-Star Raw, the brand announced on social media.
At the end of 2024, a controversy arose over the jeans Carlsen wore during the World Rapid Chess Championship. The dress code of the chess federation FIDE explicitly states that jeans may not be worn during games. The association asked the chess player to wear smarter trousers in the next round, but Carlsen refused. A fine followed and Carlsen was not allowed to play any further rounds. The chess player then decided to withdraw from the World Blitz Chess Championship, which took place on December 30th.
Eventually, FIDE changed the dress code so that wearing jeans is now permitted. Carlsen then took part in the World Blitz Chess Championship. The new clothing regulations also presented an opportunity for G-Star Raw, as can be read on LinkedIn. The brand already had a collaboration with Carlsen in 2010 and is now continuing it.
“When Magnus Carlsen, the Norwegian chess grandmaster, made headlines with his fearless attitude during the Rapid and Blitz World Championships – refusing to take off his jeans despite tournament rules – we knew it was time to rekindle our collaboration let. “Magnus was fined and disqualified, but he made his point clear: denim is for everyone, anytime, anywhere – even on the chessboard,” the brand said.
Magnus Carlsen will star in the G-Star campaign, which will be launched in the second quarter.