Dutch denim brand G-Star RAW announced this month its latest worldwide ‘Hardcore Denim’ campaign with icon Snoop Dogg. Helmed by a custom-made version of the soundtrack single ‘Say it Witcha Booty’, by the multi-platinum artist.
Snoop needs no introduction – he’s a living legend and a globally recognised innovator, simultaneously iconic and accessible, just like denim. G-Star RAW has a long tradition of working with “true originals” like Snoop, authentic and exceptional people who are one-of-a-kind and true masters of their craft.
The campaign merges G-Star’s Hardcore Denim philosophy with Snoop’s signature blend of humor, style, and backside appreciation. The collaboration is brought to life by a video that is creatively celebrating denim booties, featuring men, women, islands, hot air balloons and yes… even doggs.
Creative direction and Photography: Trevor Stuurman
Stylist: Carla Vermaak, Lampost Productions
For Heritage month G-Star RAW celebrates the creative expression of Rap and Hip Hop in South Africa, by featuring local artists Shane Eagle, Moozlie, YoungstaCPT and Courtnaé Paul in its premium Exclusives by G-Star RAW collection.
Exclusives is the brand’s pinnacle collection – a combination of radical designs inspired by early-twentieth century flight-suits and army garments, and G-Star RAW denim classics. The collection will go in store in South African for the first time in 2022, while limited edition items are now available online.
The collection boasts an impressive range of bold and complex garments, featuring multiple layered shells and functions, as G-Star’s signature utility aesthetics are taken to the extreme. Every item has its own narrative.
To tell these stories G-Star RAW selected rap and hip hop artists who are a perfect fit to G-Star RAW’s “hardcore denim” philosophy, as expressive independents, who continually push boundaries in the music industry.
G-Star RAW teamed up with award-winning, contemporary, multimedia visual artist, Trevor Stuurman for creative direction and photography of these artists, in a series of fashion imagery wearing the Exclusives collection.
My creative direction was inspired by the idea of celebrating unity and diversity while staying in your own power seat. I wanted to keep it clean, urban and cool, true to the G-Star brand. – Trevor Stuurman
Designed with limitless creativity to exceed standards, Exclusives by G-Star RAW brings reinvention and innovation to every stitch, seam, and rivet. Timeless icons for men and women, spliced with the unique DNA of the G-Star RAW brand.
Expect boxy silhouettes and refined details with superior construction techniques, patched big square pockets and premium fabrics such as 100% chambray linen, strong recycled polyester canvas, Italian Selvedge and Japanese denim.