A Visit to G-Star Raw HQ

http://the-coveted.com/blog/2009/07/28/g-star-raw-hq/

Most of us have a one or two, or twenty pairs of jeans in our closet. A fixture in modern life, in the past thirty years designer denim has become a fashion institution. Which is why I found it so fascinating that G-Star’s headquarters in Amsterdam employed several hundred people to launch their collections and create not just jeans, but a world of denim. They gave me the grand tour, staring in the canteen ( a girl’s gotta eat!) and then showed the meeting rooms where they map out their campaigns which are often quite complex. Last season’s NYFW show had pianist and Benicio Del Torro reciting poetry during the catwalk show.