Inside G‑Star RAW’s HQ: Where art and science reach balance.
The Manor had the pleasure of visiting G‑Star RAW’s headquarters in Amsterdam, just ahead of the highly anticipated unveiling of their larger-than-life Denim Gorilla: the centrepiece of their latest art-meets-fashion exhibition at the Art Zoo Museum, created in collaboration with fine taxidermy artists Darwin, Sinke & van Tongeren.
G‑Star RAW’s HQ takes architectural storytelling to the next level. Designed by the legendary OMA, the space is a fusion of industrial muscle and transparent modernity, boldly asserting the brand’s DNA in every beam, bolt and pane.
One of the tour’s undeniable highlights was The Archive, discreetly tucked away in the building’s basement. Here lies a breathtaking collection of over 35,000 pieces, from early workwear and rare denim jackets to submarine escape suits and vintage utility garments.
Throughout the HQ and its surrounding grounds, G‑Star’s commitment to pushing the boundaries of denim is ever-present. Their belief that denim has no limits is echoed in a series of provocative art installations and global collaborations — showcasing how fashion can evolve when creativity is given space to breathe.
In a world of fast fashion and fleeting trends, G‑Star RAW’s HQ reminds us what it means to build a brand with substance, vision, and soul.
