Since its establishment in 1989, G-STAR has relentlessly pursued innovation, introducing untreated raw denim to the fashion landscape and redefining the fabric’s potential. At the pinnacle of this denim ethos lies RAW RESEARCH, an avant-garde atelier where technical skill and creative vision converge. Within this space, denim is not simply revisited but entirely reimagined through progressive design, pioneering techniques, and a deep exploration of materiality.
Originally created by visionary artist and designer Aitor Throup, RAW RESEARCH has entered a new era led by award-winning creative directors Lisi Herrebrugh and Rushemy Botter. Known for their conceptualisation and cultural fluency, the dynamic duo brings renewed energy to the brand, redefining its purpose for a contemporary audience. “We have great memories of G-STAR from the late 90s… the designs, the styles we wore and the influence the brand had on denim culture. It’s an exciting opportunity to now be part of this next chapter,” they say.
Earlier this year, Trevor Stuurman visited the brand’s headquarters in Amsterdam. He delved into the House’s extensive archives and engaged closely with Lisi and Rushemy. The experience, he reflects, was defined by an uncompromising dedication to craft, a spirit of innovation, and a continual pursuit of boundary-pushing design.
The new RAW RESEARCH offering is a 24-piece collection that draws deeply from G-STAR’s heritage, reinterpreting the brand’s DNA through a distinctly modern lens. The result feels both architectural and instinctive, featuring reversible bombers, selvedge denim, and sculptural skirts and dresses. The G-STAR Elwood – first introduced in 1996 – sits at the heart of the collection, treating denim as both fabric and form with experimental washes, exaggerated knees and sculptural shaping. Key items include the RR Vinny Jacket designed by Rushemy Botter in honour of a late friend and the RR Reversible Bomber, which merges the structure of classic shirting with a relaxed bomber silhouette.
Here, Trevor shares his experience and how it shaped his understanding of the newest collection.
YOU VISITED G-STAR’S HEADQUARTERS IN AMSTERDAM EARLIER THIS YEAR – WHAT STRUCK YOU MOST ABOUT EXPERIENCING RAW RESEARCH IN ITS ORIGINAL ENVIRONMENT?
Trevor: Visiting G-STAR’s headquarters made everything feel more intentional. Being inside the space where ideas are developed, tested, and refined gave me a deeper appreciation for the process behind the collection. It shifted my understanding from just seeing garments to understanding the thinking, experimentation, and precision that shape them.
RAW RESEARCH IS DESCRIBED AS AN EXPERIMENTAL ATELIER WHERE CREATIVITY AND ENGINEERING COLLIDE. FROM YOUR PERSPECTIVE AS A VISUAL STORYTELLER, HOW DID YOU SEE THIS TENSION BETWEEN ARTISTRY AND TECHNICAL PRECISION COME TO LIFE?
Trevor: What stood out to me was how seamlessly artistry and engineering coexist within RAW RESEARCH. There’s an almost instinctive creative energy, but it’s grounded in an incredible level of technical detail. As a visual storyteller, I saw that tension come to life in the way silhouettes are constructed, how fabrics are treated, and how every detail feels both expressive and deliberate.
THE COLLECTION DRAWS DEEPLY FROM G-STAR’S ARCHIVES WHILE REIMAGINING IT THROUGH A FUTURE-FACING LENS. HOW DO YOU INTERPRET THIS BALANCE BETWEEN HERITAGE AND INNOVATION, BOTH IN FASHION AND IN YOUR OWN WORK?
Trevor: That balance between heritage and innovation feels very natural to me. In fashion and in my own work, I’m always looking at the past as a foundation rather than a limitation. RAW RESEARCH takes archival references and reworks them into something forward-looking, which is exactly how I approach storytelling – honouring what came before while pushing it into new territory.
YOU’VE DESCRIBED DENIM AS “MORE THAN A FABRIC… MEMORY, MOVEMENT, AND MEANING STITCHED INTO EVERY SEAM… A UNIFORM FOR DREAMERS, REBELS, WORKERS, AND ARTISTS ALIKE.” HOW DID THIS PHILOSOPHY SHAPE THE WAY YOU ENGAGED WITH THE RAW RESEARCH COLLECTION?
Trevor: That philosophy shaped everything about the way I engaged with the collection. I wasn’t just looking at denim as material, but as something lived in and layered with meaning. The pieces felt like they carried stories through their construction, their wear, and their evolution. You can see that in the washed textures, the green finishes, and the way each garment feels designed to move with the person wearing it.
HAVING EXPERIENCED THE COLLECTION FIRST-HAND – FROM ITS ENGINEERED DENIM TO ITS EXPERIMENTAL FINISHES – WHAT DO YOU THINK RAW RESEARCH COMMUNICATES ABOUT THE FUTURE OF DENIM, AND WHY DOES THAT FEEL RELEVANT RIGHT NOW?
Trevor: RAW RESEARCH feels like a statement about where denim is going. It’s not just about aesthetics, but about innovation, sustainability, and pushing the boundaries of what the fabric can do. That feels especially relevant now, when there’s a shift toward more intentional design and deeper storytelling in fashion. It shows that denim can still evolve while staying true to its roots . g-star.com
Images shot by Pieter Hugo, the collection unfolds within an industrial setting that mirrors the raw attitude of the brand.
