Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Nick Preston

Republic brand manager

No one involved with the youth market and youth culture can ignore the impact of the Elwood jean by G-Star. When it was introduced the style marked a pivotal part in the evolution of the denim trend. I first bought it when I was a buyer for House of Fraser nine years ago. At the time it was coming on the back of twisted, engineered jeans by Levi’s and it just felt like the natural evolution of people starting to think about denim in ways other than the five-pocket Western. No one new then that G-Star would become a phenomenon and the Elwood is its defining product, it’s got cult status.

The term cult should always be applied to a product when the sub brand becomes as big as the main brand - like when people talk about the 911 and you they mean Porsche. You talk about an Elwood people know you mean G-Star. It consistently amazes me how loyal the UK youth are to the Elwood and the volume we sell must mean there are kids out there who have two, three even five pairs.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.