G-Star RAW

More or Less

Agency: The Family Amsterdam


Denim brand G-Star RAW has worked with creative agency The Family Amsterdam and designer Maarten Baas to create a series of thought-provoking design and art pieces made from denim waste. The works have been unveiled at Milan Design Week at a public exhibition called ‘More or Less’. The show explores one of the fundamental predicaments of our time: the tension and duality between the desire for more - and the need for less. The exhibition showcases a triptych of cabinets in the shape of jeans, and a fifteen- meter long private jet - all made using recycled G-Star jeans. Creative agency The Family Amsterdam was responsible for the creative concept of the cabinets and the campaign creative, including the film and imagery.

The art of (denim) waste
Maarten Baas is regarded as one of the most important designers of the 21st century, with a track record for surprising and intriguing the public. He was the obvious choice as a creative partner for a project exploring the boundaries of denim design. G-Star and The Family Amsterdam approached Baas with a brief to create a series of art and design pieces from a new textile board material derived from recycled denim.

The result is a triptych of cabinets which are both playful and functional. As well as being made from denim, and resembling a pair of jeans, the furniture can also be used to store pairs of jeans (and other denim items). All three cabinets are made of textile board material created from recycled G-Star jeans, specially developed by Danish textile innovators Really / Kvadrat. The jeans were collected from G-Star stores across Europe via the 'Return your Denim' program which allows customers to return their old jeans for recycling. During the exhibition, visitors can also bring their worn garments to screenprint with the signature message ‘More or Less’.

This professional campaign titled 'More or Less' was published in Netherlands in April, 2023. It was created for the brand: G-Star RAW, by ad agency: The Family Amsterdam. This Integrated medium campaign is related to the Fashion and Public Interest, NGO industries and contains 1 media asset. It was submitted 5 months ago.


Creative Agency: The Family Amsterdam
Production company: Ministry of Frames
Director: Bas Goossens
DOP: Bob Alkemade
Producer: Lieve Claessens
Offline edit: Bas Goossens
Grading/online: de Grot
Photographer Cabinets + Portrait: Mylan Rosendaal | BTS: Mart Goossens
Audiomix: FC Walvisch

Lisi Development


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