The largest G-Star Raw mono brand store has landed in Amsterdam, where the brand was born. With a floor area of 450m2, the G-Star interiors team has injected the brand's DNA throughout all three floors. For instance, the Eye Catcher is an enormous denim wall that spreads out all the way from the basement to the mezzanine floor. Floating levels are created by sections of concrete and walk-on glass, a feature that creates fluidity within the store, enabling shoppers to see features such as an 8 metre-wide Rotapanel, showing G-Star video imagery that changes every 30-60 seconds. For comfortable denim shopping, G-Star have provided 'hidden' changing rooms where the customer has complete privacy to try on products in addition to the shopping comforts like VIP lounges where personalised styling advice is available.

G-Star's core brand philosophy; G-Star Raw. Just the Product is honed into every aspect of the store interior, where building materials are kept at their most basic form, to allow the product ranges to shine for themselves. The women's, men's and accessories lines will be housed in the basement and ground floor. G-Star's top denim styles, NY RAW couture range and their collaboration with Marc Newsom can be found on the mzzanine level.

G-Star Raw Flagship located on the corner of the P.C. Hooftstraat and the Hobbemastraat, Amsterdam is open now.