Executives at Dutch denim brand G-Star believe the label has found stable footing in the U.S. after entering the market four years ago. With its base in place, management is focusing on broadening wareness and utilizing nontraditional marketing methods to better connect with consumers.
“The first five years for any brand entering a market like [the U.S.]...is only about making friends and meeting people,” said Shubhankar Ray, global brand director, in an interview at G-Star’s SoHo offices in Manhattan. “If you’re lucky, some of the right retailers and the right consumers will pick you up. We’re at that transition phase after this, where it’s really about awareness for us now.”
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"