G-STAR RAW | Sneak Peek: The Launch Party for "G-STAR RAW x TOMOKI SUKEZANE"

G-STAR RAW

Global Brand Director on the Appeal of Collaboration Denim

"G-STAR RAW x TOMOKI SUKEZANE" Finally Released!

G-STAR RAW collaborates with Japan's leading fashion director,Tomoki Sukezanecreating a special denim collection. Based on the brand's popular "NEW RADAR" series, the collection incorporates Sukezane's unique sense and ideas. To commemorate this collaboration, a launch party was held at "G-STAR RAW STORE TOKYO" in Shibuya, Tokyo. We spoke with Shubhankar Ray, G-STAR RAW's Global Brand Director, who visited Japan for the occasion.

Text by Sara Ando

Mini-Show by Four Models, Including Kozue Akimoto

Ahead of the "G-STAR RAW x TOMOKI SUKEZANE" release, a launch party was held on Wednesday, September 5th, at "G-STAR RAW STORE TOKYO" in Shibuya, Tokyo. Alongside the first public viewing of the collaboration denim with Sukezane, a mini-show by the creative team from the Netherlands took place.collaboration denimFour models, including Kozue Akimoto, took to a specially set up stage for a performance lasting approximately five minutes, utilizing rotating platforms and chairs.

The party was held at "G-STAR RAW STORE TOKYO" in Shibuya, Tokyo.

A mini-show was also held at the venue, which was attended by many guests.

"We wanted to be closer to our customers by holding the show inside the store. A quick, DIY fashion show feels like a relevant approach for today," said Shubhankar Ray, G-STAR RAW's Global Brand Director. When asked about the collaboration, he commented, "I am very pleased with the clean and smart finish that fuses toughness and elegance. It's super modern yet basic. It proves that denim is not just streetwear."

Regarding the choice of Sukezane, he explained, "We are honored to collaborate with someone as influential in the Japanese fashion scene as he is. We share the same passion for well-made products and the pursuit of craftsmanship. His strengths lie not only in his excellent taste but also in his deep understanding of Japanese menswear and what the Japanese market desires. He was the only choice for this collaboration."

Shubhankar Ray. Photographs by JAMANDFIX

"We want to create products that no one has ever imagined before."

While denim often evokes traditional Western imagery, G-STAR RAW stands in direct contrast as an urban, modern denim brand. "Thanks to agile and modern creators like Sukezane, G-STAR RAW has pushed beyond many boundaries. Incorporating new creativity enriches the brand. By mixing other DNA with G-STAR RAW's DNA, we aim to create products that no one has ever imagined before," Ray stated.

Tomoki Sukezane, Fashion Director, and coordinated outfits specially styled by Sukezane around the collaboration denim.

Ray also emphasized denim's crucial role in a wardrobe. "It's the one fashion product that transcends all barriers of age, gender, race, language, and culture. Japan, in particular, has a deep love for denim; its understanding and passion are unique compared to other countries. That's why we wanted to do a collaboration specifically for Japan. I'm excited to see the reaction," he said, his eyes shining.

An installation directed by Tomoki Sukezane.

To commemorate the launch of "G-STAR RAW x TOMOKI SUKEZANE," an installation directed by Sukezane was displayed to the right of the shop entrance. This piece, designed to be viewed from within the room, features the collaboration denim displayed in a space inspired by 1980s disco. The installation, visible from the shop window, is scheduled to be exhibited for two weeks, from September 6th to September 19th.

G-STAR RAW x TOMOKI SUKEZANE
Price: ¥19,950
Release Date: Thursday, September 6th: G-STAR RAW STORE TOKYO (Shibuya, Tokyo)
Thursday, September 13th: G-STAR RAW STORE locations, nano・universe locations, ZOZOTOWN

A video capturing the behind-the-scenes of the production is also available! Learn more about the collaboration denim here →

G-Star International
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