Denim-centric Dutch brand G-Star has been all about denim since the birth of the brand in 1989. Whilst G-Star offers more than denim products today, the 'denim culture' is still very much an integral part of the brand's DNA. As stated on the brand's website "It's our passion, it's in our blood", denim and the development of the cloth and the way we see denim remains a key objective. G-Star continues to reinvent itself and to push boundaries when it comes to developing products.