Wear Your Denim Till the End

G-Star RAW and The Family Amsterdam today launch a beautifully shot and atmospheric film with an unconventional message: a pair of G-Star jeans should be worn for considerably longer than just one season. The film, directed by HALAL’s Paul Geusebroek, parallels the gradual wear and tear of jeans with the graceful ageing process of a man. The central character appears to walk through time from spring to winter, and appears to grow gradually older, from a fresh-faced youth to an older characteristic man – an effect achieved by using deepfake technology. Featuring a poetic voiceover, the film’s message to ‘Wear your denim till the End’ shows how your jeans’ process of ageing is something natural, responsible, and beautiful.

The new film launches simultaneously with 8 Raw Responsibility initiatives of the denim brand – showing the durability of denim by demonstrating that it can last a lifetime. It is a shout-out to embrace jeans in every phase of their life cycle: from fresh off the shelf through rips and tears, towards something beautifully worn in.