Denim was back in the spotlight last week at Pitti Immagine Uomo in Florence.
Amsterdam-based G-Star presented a 4D experience called “Digging To The Future” at the bi-annual men’s wear event.
Visitors fully immersed themselves in the exhibit featuring musicians, dramatic lighting and 200 pairs of the brand’s signature Elwood jeans. The installation was intended to not only showcases G-Star’s unorthodox past but also present the next steps towards the future.
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G-Star values its past. The workwear and moto-inspired brand is renowned for its extensive archive of 50,000 unique garments. In 1996, it introduced the Elwood, a jean style designed by Pierre Morisset and inspired by the way jeans mold to motorcyclist’s pants.
“We are excited for our return to Florence and for 2025, we want to turn it up a notch. Our ‘Digging To The Future’ installation represents what the future holds for G-Star. We have a daring new story to tell and look forward to showing it at Pitti Uomo: the pinnacle of men’s wear fashion,” said Gwenda van Vliet, G-Star chief brand officer.
In 2024, G-Star displayed a 13-meter-long private jet artist Maarten Baas created from the brand’s denim waste.
Pitti is a playground for denim brands to showcase products in unexpected and engaging ways.
Last week, Danish brand Gabba debuted a collection featuring lsko’s new SelfDry denim finish that helps cut drying time. To highlight the innovation, Gabba set up a bag-shaped kiosk a Pitti, covered in SelfDry denim.
Guess bowed its new Guess Men’s collection in a setup that featured an elegant and modern aesthetic with neutral tones, bright lighting and warm wooden elements. The space underscored the L.A. brand’s commitment to elevating its brand positioning strategy and expanding its portfolio of high-quality apparel, accessories, fragrances, eyewear and watches.
Italian denim brand Tramarossa also introduced a collection of Japanese selvedge jeans and Italian denim jeans with racing car manufacturer Abarth. The capsule was presented at a dedicated stand featuring a wrapped Abarth 500e.
