G-Star RAW is revamping its genre‐defining Elwood jean line, first introduced in 1996, unveiling a new range dubbed Anatomic Denim, described by the company as “the next chapter of three-dimensionally constructed jeans.”
The refreshed collection includes two notable styles- the Contor, an updated version of the brand’s Arc jeans, and the Kitoh, which adds volumising darts and articulated knees. According to G-Star, the innovations enhance movement, silhouette and structure, expanding on its longtime 3D denim heritage.
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To promote the launch, London‐based filmmaker Jordan Hemingway has directed a striking campaign spotlighting real athletes performing gymnastics, pole dancing, cycling and calisthenics. In an intentional stylistic choice, their equipment or apparatus has been digitally removed from the images, underscoring the human form in motion and the jeans’ responsiveness to physical dynamics.
G-Star, which has built its reputation on denim built around anatomical shaping and sculptural elements, said the new line maintains signature details — knee articulation, tailored seams — while updating fit and volume to meet contemporary demand.
The Anatomic Denim collection is now rolling out globally through select retail outlets and via G-Star’s website.
