G-Star Raw
WHP Global · Netherlands
G-Star Raw is an Amsterdam denim brand founded in 1989 by Jos van Tilburg and credited with bringing raw, untreated denim to mainstream fashion. Independent until 2023, it is now majority owned by US brand owner WHP Global.
| Founded | 1989, Amsterdam |
|---|---|
| Founder | Jos van Tilburg |
| Owner | WHP Global (since 2023) |
| Headquarters | Amsterdam, Netherlands |
| Known for | Raw and 3D-shaped denim |
| Segment | Premium denim |
| Website | g-star.com |
What is G-Star Raw?
G-Star, long marketed as G-Star RAW, is a Dutch denim brand selling jeans, jackets, shirts and casual wear for men and women. It is based in Amsterdam. US brand management firm WHP Global announced an acquisition in September 2023 and completed it in December 2023, ending more than three decades of independence.
History
Jos van Tilburg founded the company in Amsterdam in 1989 under the name Gap Star, changing it when the brand expanded abroad to avoid confusion with Gap Inc. In 1996 G-Star introduced raw denim jeans shipped untreated from the factory, and it later pioneered anatomic, 3D-shaped jeans. It showed at New York Fashion Week from 2008 to 2011. In 2014 it launched Raw for the Oceans with Pharrell Williams, a denim line made with yarn from recycled ocean plastic. Its Australian business closed in 2020 after entering administration during the Covid-19 pandemic.
Products and positioning
G-Star sits in premium denim, with a design language influenced by vintage military clothing and engineered construction. In 2018 it introduced what it describes as the world's first Cradle to Cradle Certified Gold denim fabric. Collaborations have included Walter Van Beirendonck in 2025, and ambassadors such as Max Verstappen.
Business model and distribution
The brand runs flagship stores in cities such as New York, London, Paris, Milan and Shanghai and reports more than 6,500 points of sale worldwide through wholesale partners, alongside its own e-commerce and app.
Why it matters
G-Star helped make raw and engineered denim a fashion category and has been an early mover on certified circular materials. Its sale to WHP Global is part of the shift of independent denim labels into brand management portfolios.
Frequently asked questions
Who owns G-Star Raw?
G-Star was independent from its founding in 1989 until 2023, when US brand owner WHP Global announced and completed an acquisition. The deal closed in December 2023.
Is G-Star a Dutch brand?
Yes. G-Star was founded in Amsterdam in 1989 by Jos van Tilburg and is still based in the city.
