From the beginning, G-Star RAW has created artistic denim creations, whereby the interplay of art and design was and is an essential part of the brand DNA. For the first time, however, the Dutch denim brand will launch a new art platform today: “The Art of RAW”. This is developed and implemented in collaboration with various internationally award-winning design talents such as Teun Zwets, Athena Gronti, Lenny Stöpp, Hozan Zangana, Nienke Sikkema, Iwan Pol and Pien Post.
In its quest to push creative boundaries, G-Star RAW is collaborating with several up-and-coming artists on a brand new series of art objects. In line with the brand’s responsible initiatives, artists have been given the opportunity to freely experiment with denim leftovers and create unique pieces in their own art, while at the same time upcycling materials.
The first of the participating artists is Teun Zwets (1992). After graduating from Design Academy Eindhoven in 2020, he immediately won the Kazerne Award and has since established a permanent place in the international art scene. His design strategy? Just start creating on the spot – something will come of it. For The Art of RAW he designed the furniture object “Denim Living”. Starting with a prototype chair, Teun first built a metal frame as a base. To give the whole thing more strength, he piled up scraps of denim piece by piece and finally laminated the fabric with a binder to make it stable. The finished piece of furniture was a lamp, cupboard and chair all rolled into one, making it a unique work of art.
“I felt very honored when G-Star asked me to collaborate on this project, but at the same time I was also very excited because I hadn’t worked much with denim before! Experimenting and trying new techniques is always a Part of my process. First I made a prototype, then played around with the denim and finally created the unique piece of furniture Denim Living.” – Teun Zwets
Over the coming year there will be monthly collaborations between up-and-coming designers who are inspired by G-Star and who are inspiring G-Star today. From glass art and textile design to sculpture and ceramic art, diverse artistic approaches are explored, always utilizing the heart of G-Star, denim.