G-Star RAW’s Uniform of the Free campaign identified local SA talent and launched a trailblazing campaign set to empower game-changers while championing their dedication to innovation and sustainable denim.
It celebrates confidence and those who step beyond pre-established rules to push boundaries and do it their way. Capturing influencers like illustrator Karabo Poppy and poet/dancer Manthe Ribane through powerful dark-room-developed stills, it shines a spotlight on people who do life differently.
Referencing denim’s beginning as a workwear uniform through the campaign the brand pays homage to its history as the garment of choice for free-spirited individuals.
The eponymous Spring/Summer ’18 collection comes as a creative and
The G-Star S/S ‘18 campaign champions a range of confident, inspiring and captivating individuals: from urban cowboys to hip-hop ballerinas, female dirt bikers to urban climbers, who step beyond pre-established rules, push boundaries and celebrate the freedom of doing it their way.
Ultimately, it’s about being bold and Africa is leading the charge in terms of ingenuity and innovation.
Alastair Davies the General Manager for the Southern Hemisphere at G-Star RAW said, “This campaign reinterprets industrial workwear uniforms and epitomizes G-Star’s dedication to denim innovation. For us, it’s as much a nod to denim’s past as it’s a celebration of the future as more and more game-changers emerge.”
He continued, “It’s exciting to see what’s happening in South Africa – and Africa – at the moment. It’s a continent with a creative edge. So this campaign is a celebration of that – a uniting of free spirits through clothing that inspires confidence.”
The collection will be in stores and online before the end of the month.