Following three successful years as a creative
consultant to the brand, G-Star RAW is proud to welcome Aitor Throup as its
Executive Creative Director.
Since 2013, Throup has worked with G-Star on a range
of projects. As well as developing new approaches to 3D denim design, such as
the recently revealed 'Staq' 3D jeans, Throup was also involved in the
development and concept behind London’s Oxford Street flagship. The recent 'What is RAW?' global advertising
campaign was also art directed by Throup, making his transition from consultant
to Creative Director an organic one.
In June of this year, the artist and designer
launched his first collection for G-Star during Paris Men’s Fashion Week titled
RAW Research, which was born out
of G-Star’s internal innovation laboratory. Initiated and led by Throup, the
lab is located at the brand’s HQ in Amsterdam - the soon-to-be hometown of the
currently London-based designer. Together with his multi-disciplinary studio,
'A.T. Studio’ in London, Throup will continue to direct and develop his
established menswear brand ‘New Object Research’.
There is a natural connection between G-Star
and Throup as they share a design ethos that is rooted in innovation and
identified by 3D construction. “It was this shared philosophy that initially
drew me to the brand,” says Throup. "When I first met with G-Star, I was
struck by the product-focused DNA and conceptual approach to design.” Throup’s
suitability to communicate the brand ethos through continued 3D experimentation
and construction is undeniable, and G-Star is looking forward to pursuing new
realms of denim innovation together.”
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