1.For those who don't yet know, can you just tell us a little bit
about G-Star? Where you come from, where you're going?

G-Star was founded in Amsterdam, the Netherlands, in 1989 and since
then we’ve worked hard to become known for our innovative and
cutting edge style in the world of denim. The rough, rudimentary and
RAW characteristics of the brand allow G-Star to maintain its
distinct
and unorthodox styles. "Just the product" has always been G-Star’s
philosophy and market approach. Each season, the jeans serve as the
basis of the collection, with eccentric combinations and a unique
authenticity. The brand has established itself in 19 countries
(Australia, Austria, Belgium, Brazil, Canada, Denmark, France,
Germany, Hong Kong, Italy, Japan, Netherlands, Norway, Spain, Sweden,
Switzerland, Turkey, UK and USA) and currently occupies 35 offices &
113 showrooms around the globe. We began working in Canada in 2003,
and since then we’ve continued to work in depth with our partner
stores like HG2 as the demand for the collection continues to grow.

2. At a time when a lot of companies are raising prices to make up
for lost profits, G-Star has been very diligent about maintaining
affordable price points. Why is this?

G-Star understands that in this economy, we have to be diligent about
producing the best, most affordable product for our customers, who
may
find their budget a little tighter than it used to be. Despite the
rising cost of cotton and labour prices, we work hard to find the
best
suppliers at the best price, so we can maintain a competitive edge in
the premium denim market. We are also work closely with our American
team to ensure that prices are on par because we know that our
customers are savvy shoppers who can shop cross-border and online, so
we want to make sure Canadian stores can offer the same price.

3. One area we have had a lot of success in at HG2 is G-Star's
women's denim. What is it about the female G-Star fits that have
really blown up in such a tough and competitive area?

At its core G-Star has been and always will be a denim brand, so
denim craftsmanship and constant innovation remain at the heart of
everything we do. We understand every woman’s need for perfect-fit,
basic denims. We’ve reimagined the traditional 5-pocket style,
offering a high-quality base for any type of look, from hardcore
street to slick city business woman. But we also innovate beyond the
basic; we have a fit for every desire, from skinnies to flares. This
means that women can truly find their own look in our jeans. Whether
it’s a drop-crotch boyfriend jean paired with heels for a night out
or a slick pair of dark skinnies for the office, women can do
anything
and everything in our jeans!

4. What are some of the other G-Star commodities you think the
Alberta customer should be sure to come in and try on?

With the holidays coming up, customers should be sure to check out
our cozy knits and sweats! And for the holiday party circuit, our
coloured denims for women and the Arc pant for men make a sharp,
classic look that’s easy to put together when paired with a silk top
or blazer.

5. Tell me about G-Star outerwear. Why is it we can't seem to keep it
in stock in the winter months. What makes it so popular?

As a jacket specialist, G-Star has always presented a strong range of
jackets, from trench coats to must-have leather jackets and heavy
duty
parkas. This season, our inspiration was taken from the European
workwear aesthetic, so many of the jackets display a tailored outdoor
look and feel. But above all, the jackets are practical – because no
matter how nice it may look, practicality is what matters most when
it’s -30C! For example, the Ontario Bomber presents a
high-performance winter jacket for women in rugged naval canvas.
Double-button, angled cargo pockets provide practical storage space,
while the slim-fit silhouette, detachable, large-volume storm hood
and
elasticated waist & cuffs provide a snug fit to keep out that
bone-chilling wind. For men, the Sandhurst padded jacket fuses the
slim-fit silhouette of a motorcycle jacket with features borrowed
from
authentic hunting coats, such as reinforced shoulders, high-volume 3D
storage pockets and a raised storm collar.

6. If you got to dress a superhero in G-Star, which one would it be
and why?

If we could dress a superhero in G-Star, it would have to be Batman,
because our 3-dimensional Elwood jeans would be the perfect gear for
driving that wicked motorcycle of his! The Elwood jean was created by
our head designer Pierre Morrisset who is a huge fan of motorcycle
racing (the name comes from famous racer Mike Hailwood, pronounced _à
la_ French). Sitting at a café in Paris, Pierre was inspired by
seeing motorcycle drivers whose leather pants had taken the shape of
their wearers.  From this idea, he created our signature jean in
1996, which features motorcycle details on an ergonomic fit,
following
the contour of our human body through an articulated kneepad and leg.

7. Tell us a bit about the current marketing campaign.

For its Autumn/Winter campaign, G-Star introduced Vincent Gallo and
welcomed back Gemma Arterton. Vincent is an American artist,
filmmaker, actor, musician, businessman and Grand Prix motorcycle
racer. He’s also a US cinema pioneer and a respected film director,
actor and producer, directing and starring in the classic _Buffalo
66_, _Arizona Dream_, Coppola’s _Tetro_. He’s worked with Martin
Scorsese, Francis Ford Coppola, Johnny Depp, Meryl Streep, Christina
Ricci and Chloë Sevigny. For us, Vincent represents the same
unorthodox, authentic and raw mantra that is our G-Star DNA. British
actress, Gemma Arterton’s independent and strong personality
perfectly embodies the theme that underscores the G-Star women’s
collection, fusing tough influences with a softer, feminine feel.
After Gemma’s graduation from London’s prestigious Royal Academy
of Dramatic Art, she landed roles in the James Bond movie _Quantum of
Solace_, _Clash of the Titans_ and _Prince of Persia_. And between
the
two, the contrast between Vincent’s tough and raw appearance and
Gemma’s beauty has led to a series of striking black-and-white
images, once again shot by iconic photographer and film maker Anton
Corbijn at the Port Autonome in Marseille.

8. What don't our customers know about G-Star that you think they
should?

One of the things about which G-Star is most proud and that customers
may not know about is the G-Star Raw Denim Foundation, which supports
projects in countries where G-Star produces its clothing. The
foundation’s main focus is in two areas;

1. Children: We provide education and vocational training that will
help them and their families to have a better future.

2. Entrepreneurs: G-Star wants to encourage people with great ideas
to start a business by providing grants, loans and practical
knowledge.

Through our foundation, we also contribute to the United Nations
Millennium Development Goals, which is aiming to provide universal
primary education for children and eradicate extreme poverty &
hunger.
It’s been an honour for us to partner with the United Nations
Millennium Campaign to raise awareness about the Millennium
Development Goals as part of the END Poverty 2015 Campaign.

9. I understand there's a new G-Star app available. Tell us about it.

We actually have a couple of apps available! The G-Star RAW app keeps
you up-to-date on all the latest G-Star activities, with high-quality
images of each new collection and extensive footage from G-Star’s
runway shows. It also includes a store finder to help you locate your
nearest G-Star retailer. The interactive G-Star RAW NY City Guide app
gives you all the tips you need to navigate the city like a fashion
insider. If you take a trip to the Big Apple, you can use the app to
get in the know about the best restaurants, art exhibits and shopping
that have become favourites of the G-Star staff. And finally, the RAW
Magazine app for ipad features the latest information on our
campaigns, collaborations and artists we like in magazine format.

10. Much thanks and love. Any final words?

Many thanks to you, HG2! Keep up the good work, and thank you for
being such a wonderful partner store.