Times they are a-changing, and how. Dutch company G-Star RAW, known for its utilitarian designs and untreated, unwashed 'raw' denim, has recently appointed British designer Aitor Throup as its creative director. The brand, now co-owned by Pharell Willams, is all about cutting-edge, tech-driven reforms in clothing. Appointing Throup to the role has been a natural progression for the brand, as he has been consulting with the brand since 2013. One outcome was the 'What is RAW?' campaign, which made all the hype last season. 14753814_10157779680795389_1555390895817811427_o

Who Is Aitor Throup?

Throup, an artist and designer, holds a Masters Degree in Fashion Menswear from Royal College of Arts in London and brings a whole new experimental and avant-garde perspective on board. His first collection for G-Star, called RAW Research and showcased in June this year, stemmed from innovations arising out of the laboratory he initiated and set up for G Star Raw. His new role as the creative director is an addition to his already impressive profile – he already helms his own label as well as the highly conceptual menswear brand, New Object Research. We expect great things from him! Image courtesy Facebook.com/GStarRaw