Dutch denim giant G-Star’s commercial designs influence almost every jeans style developed by rival young fashion brands, and are imitated by high street retailers looking to ape the brand’s success through own label.
And that’s why Drapers replaces G-Star UK sales manager Tom Duncan with designer Pierre Morisset this year; rivals’ copycat designs, rather than distribution, have shaped the brand’s year.
Jason Denham, founder of Denham jeans, says: “The Elwood [jean] design is genius. It is an iconic pant. Pierre has just made it better and better.”