Anatomy becomes art in G-STAR’s latest innovation.
Since pioneering the first anatomically designed jeans in 1996, G-STAR has been sculpting denim around the body rather than cutting cloth to simply cover it. That defiance reshaped the industry. Now the story evolves as G-STAR launches Anatomic Denim, the next chapter in 3D design, engineered to contour, flex, and move with you.
Rooted in three-dimensional thinking and designed to follow the body’s natural form, each style moves in harmony with anatomy through strategic seams, darts, and panels. The result is a collection where structure meets freedom and style meets motion.
This evolution also marks the introduction of two distinct denim categories. Anatomic Denim represents G-STAR’s engineered, three-dimensional construction, designed around the human body to deliver flexibility, structure, and a sculpted fit. ClassiQ Denim continues the brand’s legacy of timeless design through classic cuts and authentic craftsmanship. Together, theydefine a new denim landscape for G-STAR, one rooted in heritage and the other driven by innovation.
The Product: Anatomic Denim
3D design has been central to G-STAR’s identity since the launch of the iconic Elwood, which redefined denim with articulated knees, curved seams, and precision panels. Now, Anatomic Denim evolves these elements, pushing movement and expression even further. The collection brings together the originals that started it all, the Elwood and Arc, alongside hero styles such as the Kitoh Relaxed Tapered, Kitoh Slim, and Contour Regular. New silhouettes expand the range for both men and women, each one designed to adapt with the body’s every move.
The Campaign: Movement Becomes Art
London-based filmmaker Jordan Hemingway directs a cinematic campaign for Anatomic Denim, capturing movement in its purest form. His visceral lens follows four elite athletes, a gymnast, a pole dancer, a cyclist, and a callisthenics performer, as they bring the collection to life. Wearing denim engineered to respond to every stretch, twist, and contraction, the athletes transform fabric into choreography, revealing the intersection of anatomy and design. The result is a powerful study of strength, flexibility, and form.
To support the campaign locally, South African cultural tastemakers and artists, including Siv Ngesi, Lee-ché Janecke, Musa Keys, DJ Loyd, and Sir Vincen,t interpret the same vision through a distinctly local lens, proving that denim is more than design, it’s art in motion. Shop the Anatomic Collection in-store and online at www.g-star.com