• G-Star Raw: 2012 global ad campaign.
    G-Star Raw: 2012 global ad campaign.
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Streetwear and denim brand G-Star will wrap up its latest campaign activation this month, but has revealed plans to extend the concept on local shores.

The G-Star Raw Tailored Atelier service, which launched in Sydney earlier this month as part of a pop-up campaign, offers select customers the opportunity to customise their own fitted pair of 3301 Red Listing denim with an assortment of rivets, buttons, loop labels and a personalised message sewn inside.

The service was originally part of a global program - first introduced in the Amsterdam flagship store before moving to the Hong Kong, Osaka and Sydney stores.

However, G-Star Raw country manager of Piet Poelmann has now revealed the concept could roll out permanently across Australian stores in a bid to take the brand's approach to tailored service to the next level.

“The brand's focus this season is on their stronghold: Denim, and to celebrate our passion and craftsmanship we wanted to demonstrate this from close by. In the first instance now for our retail customers and press. However, we are also working on a smaller model to commercialise it in stores,” he said.

According to Poelmann, the G-Star Raw Tailored Atelier service could hit selected G-Star stores and stockists by the end of this year or early 2013.

The move to increase brand awareness and ramp up the label's presence in Australia also coincides with the impending launch of a G-Star Southern Hemisphere collection, specifically targeted for Australia and surrounding regions.

To read more about the G-Star Southern Hemisphere collection, including exclusive details, pick up a copy of the Ragtrader September edition, out now.

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