BoF Exclusive | Aitor Throup Joins G-Star Raw as Creative Consultant
By Robin Mellery-Pratt 30 April, 2014
Today, BoF can exclusively reveal that artist and designer Aitor Throup has joined Dutch denim label G-Star Raw as a creative consultant focused on product design, store design, and marketing and communications...
“We have long admired Throup’s work as a designer. The collaboration between G-Star and Aitor Throup is a natural fit as we share a design ethos that is rooted in innovation and identified by 3D construction. Many of his object creations hit a chord with G-Star’s DNA, roots and design philosophy,” said Thecla Schaeffer, chief marketing officer of G-Star Raw, which specialises in unwashed and untreated denim.
“G-Star [first] approached me about three years ago. They presented their history and a lot of things that I was unaware of, which took me by surprise. I started seeing all of these examples of really beautiful product design; distilled yet modernised versions of Jean Prouvé furniture, Canondale bikes, a Land Rover Defender, a Leica camera. G-Star have this approach that is so consistent and so product focused,” said Throup...
By Robin Mellery-Pratt 30 April, 2014
Today, BoF can exclusively reveal that artist and designer Aitor Throup has joined Dutch denim label G-Star Raw as a creative consultant focused on product design, store design, and marketing and communications...
“We have long admired Throup’s work as a designer. The collaboration between G-Star and Aitor Throup is a natural fit as we share a design ethos that is rooted in innovation and identified by 3D construction. Many of his object creations hit a chord with G-Star’s DNA, roots and design philosophy,” said Thecla Schaeffer, chief marketing officer of G-Star Raw, which specialises in unwashed and untreated denim.
“G-Star [first] approached me about three years ago. They presented their history and a lot of things that I was unaware of, which took me by surprise. I started seeing all of these examples of really beautiful product design; distilled yet modernised versions of Jean Prouvé furniture, Canondale bikes, a Land Rover Defender, a Leica camera. G-Star have this approach that is so consistent and so product focused,” said Throup...
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