G-Star RAW is the denim brand you grew up on – the name is practically ingrained in your denim vocabulary. But that same brand is changing up what RAW means under Aitor Throup and his Raw Research banner.

The Argentinian-born British designer, who was appointed G-Star RAW’s Executive Creative Director in October 2016, had started Raw Research – an innovation lab that pushed the design philosophy in denim construction by deconstructing its very composition.

During the 2018 spring/summer season at Paris Fashion Week, G-Star RAW presented its third men’s and debut women’s Raw Research collection – which also marks Throup’s inauguration into womenswear.

The presentation at Garage Lübeck was a three-part study in raw denim. Upon entering, 10 unwashed and untreated garments are showcased in undyed calico denim. Further down, is a “lesson” in hand dyeing, where indigo is layered on. Finally, 44 hand-dyed color options are churned on. Time to think again about coloured denim.