G-STAR CAMPAIGN – THE ART OF RAW FEATURING SKRILLEX
Take a look at G-Star’s new Spring/Summer 2013 campaign: The Art of RAW. The campaign captures the G-Star fascination with the many facets of RAW in unexpected combinations, as seen in the Skeleton Dog art object within the campaign and the artist collaboration with electronic dance music producer Skrillex.
The G-Star Spring/Summer 2013 campaign centrepiece is an animated video showcasing the denim manufacturing process. From cotton to yarn, from the dying process to weaving the warp and weft, each step is important in creating a qualitative denim fabric. The video supports the G-Star passion of this beautiful fabric and shows the exploration for new denim horizons.
The Art of RAW video features G-Star’s fascination for raw denim in unexpected combinations such as the Skeleton Dog, which stars in the campaign. Accompanying the Art of RAW video is a custom track created by Skrillex. He is a natural fit for the artist collaboration; RAW talent, self-made digital music pioneer and genuine fan of the G-Star Elwood denim. Currently, Skrillex is packing stadiums with his signature sound, “a mixture of dubstep, electro-house and fidget,” in the words of the producer. G-Star appreciates Skrillex as a RAW talent who has developed in a range of disciplines, from lead-singer, to solo artist, to producer with his own record label.
Check out what he had to say about G-Star below:
PM: You bring a very different sound, and as a result perform for great crowds. How would you describe your music?
I like to make music that is harmonically explosive and endearing no matter what the size of the crowd or the sound system. It is very visceral, especially in sub (sonic) frequencies, so it also benefits from great sound. It’s 3 dimensional, it’s meant to wake you up, and can be felt on a cellular level – but it’s always changing.
PM: How did the collaboration between you and G-Star come about?
Actually natural, as I already wore their stuff, and we are already mutual fans.
PM: Can you explain what the collaboration is about?
It was a way for us all to come together and experiment artistically. Coming together to create this fantastic video piece was just exciting and new for everybody involved on the project. That’s the thing about adverts, they can either be cheesy and solely used as marketing tool, or they can be a great excuse to do something different and expressive. I truly believe, we made something AWESOME together.
PM: What kind of track did you make for G-Star?
It’s a signature Skrillex track.
PM: How did the G-Star video inspire your track?
It’s an inspiring video, I can’t really explain how it exactly inspired me, it just did.
Founder & Editor-in-Chief of Pinstripe Magazine. Creative thinker and menswear designer who has been writing articles dedicated to men’s fashion, lifestyle, luxury items, home design, gear, grooming and gadgets since 1998. For info on PinstripeMag, any editorial needs or to contact me please email at marv@pinstripemag.com.
