G-STAR presents its latest contributions to the rich G-STAR Elwood heritage. With an updated low-rise and loose-fit cut, the latest design is not only a tribute to the 2000s but also a silhouette that remains relevant today. The four new premium washes ensure that the new collection offers a variety of styles.

Cult Model Since 1996

The G-STAR Elwood jeans were designed in 1996 by then-G-STAR head designer Pierre Morisset. As the first creation in the brand’s 3D collection, the G-STAR Elwood was a trailblazer. Inspired by the fit of motorcycle pants, Morisset based the denim design on the human body and its anatomy. With its signature features, including knee pads, heel guards, and a saddle patch, the G-STAR Elwood quickly became one of the best-selling jeans in history. Since then, it has remained an icon. Over the years, celebrities like Justin Bieber, Heidi Klum, Jared Leto, Jaden Smith, and Pharrell Williams have worn it. Often imitated but never equaled, the G-STAR Elwood remains one of the most recognizable jeans ever made and is still considered a global cult model today.

Turning the Tables

In response to the recent attempts to replicate the G-STAR Elwood, G-STAR is flipping the script with this campaign. As models walk the runway showcasing the latest additions to the brand’s denim legacy, they present the denim icon in a variety of official G-STAR looks for the new season. This marks the beginning of a new chapter for the already iconic model, which has been a fashion must-have since 1996 and will celebrate its 30th anniversary next year.

Find additional campaign visuals and (product) images of the new G-STAR Elwood collection here. The new unisex G-STAR Elwoods will be available from February 11 at select retailers and on g-star.com for R4,914.03.