If you’re a true fashion bro, a real denim appreciator, you’ll know G-STAR is one of the OGs. G-STAR is a household name for the raw denim enthusiasts, the real ones that know how to recognise good craft and innovative design.
G-STAR was founded in Amsterdam in 1989, with the vision to create well-crafted jeans rooted in the denim culture while also pushing boundaries with its silhouettes and craftsmanship. G-STAR has remained a pioneer in the denim industry since.
You can see that in the Elwood jeans. First introduced in 1996, by then head designer Pierre Morisset, the Elwood was the first model of the G-STAR 3D range, which uses 3D technology to construct jeans (a novel way of crafting denim for the time, and now, actually). G-STAR added 3D technology for the seams and the knee region to create a more flexible, comfortable fit that moulds to each wearer’s body. Inspired by the shape of motorcycle pants – with knee pads, heel guards and a saddle patch embedded in the design – the Elwood quickly became one of the most-sold jeans in the history of denim, and an instantly recognisable G-STAR signature silhouette, donned by the likes of Pharrell, Justin Bieber and Jaden Smith through the years.
The Elwood has taken many forms. In 2010, G-STAR launched a tapered edition of the silhouette, and a raw “Nettle” version – made from a sustainable fabric that combines organic cotton with nettle plant fibres – which was pioneering for the time, as 15 years ago sustainability in materials was still in its early days. In 2011, the notable “15 Years of 3D Denim”” Elwood was released, and in 2023 the Elwood re-launched with a regular fit that stayed true to the original ‘90s design, and a loose version for us baggy-pant-loving kids.
Last year, G-STAR linked up with Burna Boy for a new campaign, and also collabed with cool Berlin brand Ottolinger for a reinterpretation of the Elwood. “The Elwood is so iconic and unique [but it was originally designed for the male body],” Ottolinger designer Christa Bösch told us in October, “we really wanted to make a female version of the Elwood.” The other half of the designer duo Cosima Gadient added: “We asked G-STAR to send us a bunch of Elwoods and then we put them on our bodies and reshaped them [...] and adjusted them to female proportions.”
In 2025, G-STAR’s new Elwood campaign is a tongue-in-cheek dig at the times that the raw denim silhouette has been mimicked. The new takes on the classic model feature an updated low-rise, loose-fit silhouette that manage to keep the OG Elwood alive and pay homage to the early aughts, but also keep us happy with an oversized vibe.
Featured images G-STAR©
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