Amsterdam, 11 February 2025 – Straight from the runway, G-STAR introduces their newest additions to the rich G-STAR Elwood legacy. With an updated low rise, loose fit, the latest design not only pays homage to the 00’s, but remains a relevant silhouette for today. The four new premium washes make sure the new range allows for a wide variety of styles.
An icon since 1996
The G-STAR Elwood jeans were introduced in 1996 by former G-STAR head designer Pierre Morisset. A pioneer in denim construction, the G-STAR Elwood was the first creation in the brand’s 3D range. Inspired by the shape of motorcycle pants, Morisset based the denim design on the human body and following its anatomy. As a result, with its distinctive features such as the knee pads, heel guards, and saddle patch, the G-STAR Elwood quickly turned into one of the most sold jeans in history. It has been an icon ever since. Over the years, the jeans have been embraced by celebrities like Justin Bieber, Heidi Klum, Jared Leto, Jaden Smith, and Pharrell Williams. Often imitated, but never equaled, the G-STAR Elwood remains one of the most recognisable jeans ever made and a global style icon up to this day.
Turning the tables
With a playful nod to the moments where the G-STAR Elwood has been mimicked recently, G-STAR turns the tables for this campaign. Presenting its latest additions to the jeans’ legacy on the runway, with models showcasing the denim icon in a variety of official G-STAR looks for the new season. Ushering in a new chapter for the already iconic jeans, that have been a fashion staple since ’96 and will celebrate its 30th anniversary next year.
Please find more imagery of the campaign and (product) images of the new G-STAR Elwood collection here. The new unisex G-STAR Elwoods will be available via selected retailers and at g-star.com on February 11th and will be priced at R4751.98.