G-Star, the Dutch denim brand known for its combination of authentic denim with inventive washes and details, opens its first doors in the United Statess in New York and Los Angeles. The two stores will feature interiors developed entirely by G-Star, including the walls, fitting rooms, racks, mirrors and lights, using elements such as wood and leather mixed with concrete and steel.

The New York store, which is located in the trendy SoHo, had its grand opening on July 19th. Richard Derr, US sales manager, of G-Star said, "It's the right time for us to open a store. We've been here [in the USA] for four years. The store is going to be specially G-Star, not specially New York. It's a good mix of people in this city, so there's no need to tweak it for anybody."

The LA store is scheduled to open in mid-August.

The two new G-Star stores will be used as platforms to feature denim in its purest form and will offer full seasonal collections of denim in a wide range of finishes for both men and women.

In addition to the two new US stores, G-Star has freestanding stores in Australia, France, Germany, Ireland, Korea, Norway, Singapore, Spain, and the UK.

Elissa Weinberg