Entering its 30th year, G-Star Raw was founded in 1989 by Jos van Tilburg in Amsterdam. Specialising in denim, and specifically raw denim, G-Star Raw's philosophy has always been, "Just the Product". G-Star Raw introduced the idea of "luxury denim for the streets" by fusing high-level craftsmanship with street style, and positioned raw, untreated denim as a wearable and desirable material.
In 2016, musician Pharrell Williams became co-owner through his "Bionic Yarn" company which makes durable fabric threads from up to 100% recovered plastic bottles.