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.