G-Star RAW and (di)vision collaborate on an
upcycled limited edition collection
G-Star Archive classics are reconstructed into 96 unique pieces by (di)vision and 96 limited-edition G-Star Elwood jeans
South Africa, 16 November 2023 – G-Star RAW and (di)vision announce their upcycling collaboration with 96 reconstructed, limited-edition pieces. 90’s and 00’s styles from the G-Star Archive are given a new lease of life through Copenhagen-based brand (di)vision. Alongside this, both brands bring the original G-Star Elwood back, with the custom ’96 and (di)vision logo featured on every pair.
This collaboration is all about coming full circle. With the birth year of the G-Star Elwood and the birth year of (di)vision’s co-founder and Creative Director Simon Wick, the number 1996 holds a special place within both brands.
The capsule collection
(di)vision, whose motto is ‘creating from what already is’, does exactly that with G-Star’s existing Archive. Menswear and womenswear styles are transformed into a unisex collection of all handmade one-offs. The unique designs complete the limited-edition edit including cropped jackets, cargo pants, denim jeans, tops and a range of accessories. Remaining true to both the history of G-Star and (di)vision’s design vision, it draws inspiration from the Y2K-era of G-Star, while incorporating current styles, trends and playful elements that run true to (di)vision.
G-Star Elwood limited-edition
In addition, 96 pairs of the iconic G-Star Elwood jeans, will be exclusively released. This time featuring the original ’96 logo embroidery on the back pocket alongside the (di)vision logo. The loose style offers a hint of nostalgia with a contemporary feel.
Co-founders of (di)vision and siblings, Nanna and Simon Wick explore possibilities of producing clothing made from deadstock, recycled fabrics, vintage goods and upcycling archive stock. The Danish duo offer a unique approach to creating clothes with their brand ethos of ‘creating from what already is’.
“For us, the project made a lot of sense because of G-Star’s sustainability within the fashion industry. They work with more innovative processes like responsible dyes for denim and organic fibers. That’s important for us in collaborations, really knowing that the company we’re working with cares about that as well.” – Simon Wick, co-owner (di)vision
“G-Star have always worked with young talents, it’s important to us as we love to platform creativity. Supporting sustainable initiatives is also core to our brand DNA, so it’s exciting to work together with a fashion label whose whole ethos is around creating from what already exists.” Gwenda Van Vliet, Chief Marketing Officer of G-Star RAW
The talents of today
The G-Star RAW x (di)vision campaign was shot in Copenhagen on Simon’s close network of friends. Showcasing the rich Danish creative community, models, artists and alike, sit on top of G-Star’s iconic G-NO rhino mascot, created with CGI.
The G-Star x (di)vision capsule collection launches on the 16th November 2023 exclusivily at the recently opened concept store ESSX, 140 Essex Street, New York.
The G-Star x (di)vision Elwood jeans are available on the 16th November at G-Star.com and di-vsn.com. Price: 199,95 Euro / 215,95 USD.
Credits:
Production – Holidays
Photographer – Frederik Lentz
Assistant photographers – Marius and Alex
Studio – The Lab Copenhagen
Hair and Make-up – Nicci Welsh
Styling assistant – Laura Gasbjerg
VFX Supervisor – Alexander Scheperlern
Retoucher – Nice Touch
Talent (in order of appearance on CGI rhino):
Kasper Miz
Nina Marker
Simon Wick
D1MA
Larissa Diniz
Anton Thiemke
Rebecca Eriksen
Victor Juul
Jonas Niesig
Sophia Fernandez
Anders Gran
Veronika Gram
Ronni Morgenstjerne
Caroline Dubois
Baby Friis
Jeanette Madsen
Norman Friis
Wilbert Friis
Raiden Rose
Nanna Wick
Laura Maria Bary
Clement Mogensen
Thora Valdimars
Elias Valdimars
Maria Palm
Petter Tessem
Sus Wilkins
Frederik Lentz
Note for editors
Media Kit download here
About G-Star
G-Star RAW (1989) looks at denim differently. It’s not a fabric. It represents art. The ‘Art of Denim’ is the philosophy behind a relentless pursuit to push boundaries. It inspires their craftmanship and approach to denim. Always taking it to another level. It pushes us all to think like artists. Striving for creativity, authenticity and following our own paths. The world of art and culture takes G-Star beyond the realm of fashion. It gives them a unique position in the denim landscape where they see no limits. Turning denim into a force of progress that respects people and the planet. G-Star has been working for decades with true originals such as Cara Delevingne, Snoop Dogg, Pharrell Williams, Marc Newson, Stephen Jones, Maarten Baas and Arizona Muse. The premium denim brand operates worldwide with a focus on the United States, Europe, Japan and South Africa.
About (di)vision
(di)vision is a Copenhagen based contemporary fashion brand, founded in 2018 by siblings Nanna and Simon Wick. (di)vision’s brand ethos is creating from what already is, as they are exploring the opportunities of producing clothes made from deadstock, recycled fabrics, vintage goods and up cycling overstock.