Since its founding in 1989, the G-Star's philosophy has always been 'Just the Product’. This deliberate approach has led to many innovative uses of denim; such as: 'luxury denim for the street', where quality craftsmanship is applied to streetwear. The inherent beauty of denim is promoted by certain washes and treatments which emphasize the unique characteristics and qualities of the material. Although G-Star will always remain a denim company, additional textures and styles are added to denim to "shape it" and to present it in an innovative way. G-Star understands that the use of conventional cotton is to be limited in view of the environment. The RAW Sustainable collection using organic cotton. In short, after more than 20 years of continuous innovation, G-Star continues to push the boundaries, develop and challenge designers to explore new materials, styles and lines, without losing sight of the 'Just the Product' philosophy.