Following on from last week’s opening of a new 2,500 square foot store at Meadowhall in Sheffield, G-Star RAW has now announced it will be opening a further four stores in the coming months, at South-East London’s ICON Outlet at the O2, Lakeside, Watford and Newcastle.
The new G-Star RAW store design concept will feature at all the forthcoming locations, with the whole ‘customer experience’ at the forefront. Mary Doumtsi, G-Star Raw General Manager UK, says: “Meadowhall was just the beginning of our retail expansion in the UK.”
Sustainability is very much a focus for G-Star RAW, and moving on from the “For the Oceans” collection in collaboration with Pharrell Williams back in 2015, which featured clothing made from recycled plastic collected from the sea, new for a/w18 is a series of sustainable pieces designed by Jaden Smith, called “Forces of Nature”. The whole collection has been engineered with sustainable materials.
In February 2016, G-Star RAW and Pharrell Williams announced their strategic partnership in which Pharrell Williams became a co-owner of the jeans brand and titled “Head of Imagination”. Williams is immersed in the company on many creative levels, from collections, to advertising and business strategy, of which sustainability is key.