G-Star RAW has teamed up with master hat maker, Stephen Jones, on a capsule collection that will feature five haute couture hat pieces and two ready-to-wear limited editions, including a bucket hat and baseball cap available from December 1. The collection enhances G-Star’s position in fashion culture. Jones’ hats have been worn by Rihanna, Mick Jagger, Lady Gaga and Diana, Princess of Wales. His celebrity status began to grow even when he was a student at the well-known fashion institute, Saint Martins. After dark, he was one of the uncompromising style-blazers of the era at the legendary Blitz nightclub – always crowned with a striking hat of his own idiosyncratic design. He has since worked with top fashion brands such as Christian Dior, Vivienne Westwood and Marc Jacobs.
The Family Amsterdam has created a short documentary for the release, promoting the merger of Jones’ legendary craftsmanship with the denim expertise of G-Star RAW.
The film was shot in Jones’ atelier in Covent Garden, London and gives both a rare insight into his atelier, creative process and ground-breaking designs as well as a glimpse of his rebellious past and status within the high fashion world. It seems that the anarchist attitude of Jones pushes the limits of denim design once again, turning denim streetwear into haute couture. Whilst the audience receives an insight into the designer’s life, learning how he became the legendary milliner he is today.
“Everybody around the world knows what denim is and what denim signifies. I took denim out of its comfort zone and made it what it wasn’t. G-Star gave me complete carte blanche,” Stephen Jones commented.
“At G-Star we love bringing opposite worlds together. Our collaboration with Stephen Jones is a perfect example of this. He has transformed raw denim into pieces of art,” added Gwenda van Vliet, chief marketing officer at G-Star RAW.
