G-Star has appointed Aitor Throup as their new executive creative director. The 36-year-old  has served the brand as a creative consultant since 2013, working on a number of projects including 3D denim design, the brand’s London’s Oxford Street flagship store or its recent “What is RAW?” global advertising campaign.

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Throup’s responsibilities will stretch beyond product design and collections and also include more marketing-focused aspects such as brand campaigns etc. Pierre Morisset, G-Star’s long-term head designer who invented their 3D denim back in 1996, will remain with the design team in a mentoring role.

Throup runs the London-based design house A.T. Studio, which collaborates across various industries and creates the conceptual clothing brand New Object Research, which was firstly introduced at London Collections: Men in June 2012. The Buenos Aires-born moved to England in 1992, where he studied fashion design in Manchester and completed an MA in Fashion Menswear at the Royal College of Art in London in 2006. The designer’s CV includes work as a creative consultant for British football brand Umbro, art direction/styling for magazines such as ID or Dazed & Confused, creative direction for rock band Kasabian or designing uniforms for “The Hunger Games” movies.

In June of this year, Throup’s first collection for G-Star, titled Raw Research, was debuted during Paris Men’s Week. It was born out of G-Star’s internal innovation laboratory, which is initiated and led by Throup and based at G-Star’s headquarter. Throup will continue to direct and develop his menswear brand New Object Research also in the future.

Look from the Raw Research collection
Photo: G-Star
Look from the Raw Research collection