G-Star Raw has collaborated with local Hip-Hop and Rap artists Shane Eagle, Courtnaé Paul, Moozlie and YoungstaCPT to launch its pinnacle Exclusives by G-Star Raw collection in South Africa.
The local campaign was the prelude to the Dutch denim brand’s worldwide ‘Hardcore Denim’ campaign, headlined by hip-hop legend Snoop Dogg and featuring a custom-made version of Snoop’s soundtrack single ‘Say it Witcha Booty’.
Prior to announcing Snoop Dogg as the global face of the brand, G-Star Raw forged relationships with South African artists who are pushing boundaries within the local music industry and are a perfect fit to the brand’s 'Hardcore Denim' philosophy. Each artist is an expressive independent, and just like Snoop they continually reinvent themselves, merging worlds in unexpected ways.
G-Star Raw also teamed up with award-winning multimedia visual artist Trevor Stuurman. His photography and behind-the-scenes videos of the artists wearing the Exclusives by G-Star Raw collection, have been showcased across multiple digital and print channels including GQ
, S Mag
, and Hype
, as well as through broadcast partnerships with Yfm, Trace Urban and Trace Africa.
Songwriter and rapper Shane Eagle, who visited Amsterdam for the first time in 2018, said he was drawn to the collab because of his appreciation for the brand’s attention to detail: “When I received my first parcel and noticed the items of clothing were packaged in wrapping paper with the G-Star Raw headquarters (in Amsterdam) floor plan printed on it - I immediately resonated with their attention to fine print and detail.”
Asked what attracted her to partnering with G-Star Raw, DJ and dancer Courtnaé Paul said: “Everything about the brand screams my name. Premium but raw. The brand is edgy, sophistically tailored, and futuristic. It’s all about the skill behind the product, which is exactly how I think of my brand.”
For musician Moozlie, the collab made perfect sense: “I am huge on swag, huge on clothing, it’s my number one business card. I use it to communicate messages of empowerment, strength, boss womanness. Denim always reminds me of hip hop: a timeless fabric, super durable, you can do so much with it, keep it for years and years and years, it never goes out of style.”
The collection will be available to buy in store in South Africa for the first time in 2022, whilst some limited edition items are now available online.