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.

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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 

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