The European denim brand G-Star (www.g-star.nl)has cemented its position in the US with the opening of its North American headquarters in New York. The authentic details that are the basis for the Netherlands-based brand’s collections are emulated in what is an impressive interior space, and a true allusion to the brand’s image.

G-Star is renowned for its innovation in the jeans market and its signature Raw Denim – a concept that catapulted its success on an international scale.

The new space, in Manhattan’s SoHo neighborhood, spans 10,000 sq. feet and features three full showrooms with meeting capacity, a lounge area and a large presentation room. The industrial interior combines natural materials such as wood and leather with concrete and steel and was designed to emulate the same aesthetic and modern design details of G-Star stores worldwide.

Established in 1989, G-Star has since become consistent with its adage “traditional and unorthodox” and with its approach to mixing authenticity, function and abiding style.