Aitor Throup appointed G-Star creative director

London-based designer Aitor Throup has been appointed to the newly created role of executive creative director at denim brand G-Star Raw.

Throup, who has consulted with the brand for three years, will relocate to Amsterdam to take up the position where he will report to G-Star CEO and founder Jos van Tilburg. His role, while a new one, will encompass the responsibilities of Pierre Morriset who has been with the brand for 27 years and will remain as a consultant and mentor for the design team.

Throup was born in Buenos Aires and moved with his family to Burnley in Lancashire in 1992 where he developed a keen interest in football culture and kit. He went on to study fashion design at Manchester Metropolitan University and gained an MA in menswear from the Royal College of Art in 2006.

He went on to establish the A.T. Studio in East London and showed his first collection at London Fashion Week in 2007. The A.T. Studio develops his conceptual men’s label New Object Research which he launched at London Fashion Week Men's and which he will continue to run alongside his role at G-Star.

Throup told WWD the new role was more of an "evolution" of his involvement with the brand. "For me the most exciting thing is that there’s never been this role at the company, so there’s a lot of incredible people doing incredible things in each department, but to have the opportunity to help align all of those and bring a sort of perspective, to help all of them be as strong as possible by having the same variation, it’s very exciting," he said.

Throup has collaborated with a number of brands during his career including Stone Island, CP Company and Umbro. He also designed the artwork for Velociraptor, the fourth album from Kasabian in 2012 and creatively directed a number of projects for the British brand.