Fashion label dubbed a ‘2000s icon’ returns to Australia as it makes a mega global comeback: ‘The nostalgia’
A cult-favourite fashion brand has made a comeback in Australia – and for fans, it’s like welcoming an old friend home.
Once a staple in Aussie streetwear, European brand G-Star was everywhere in the 2000s and 2010s, worn by everyone from hip-hop heads to fashion-conscious tradies.
The brand is now making a grand return, bringing back its signature structured ‘Raw’ denim with a fresh, modern twist.
For Aussie fashion lovers who remember the days when G-Star was a status symbol, this revival is a major moment.
The brand’s expansion across Australia and New Zealand currently includes major retailers like David Jones, The Iconic, Glue Store, and Culture Kings.
G-Star is also set to open dedicated retail stores across Oceania later in 2025.
The brand was founded in the Netherlands in 1989 and first arrived Down Under in 1998.
G-Star went into voluntary administration in May 2020, shutting down 57 stores and leaving more than 200 workers in the lurch.
Over the past few years, G-Star has been seen on model and actress Victoria Jancke
Once a staple in Aussie streetwear, European brand G-Star was everywhere in the 2000s and 2010s, worn by everyone from hip-hop heads to fashion-conscious tradies
The brand also hosted an afterparty with Belgian designer Walter Van Beirendonck at Paris Fashion Week in 2024
The closure was partly due to the COVID-19 recession.
G-Star’s comeback is more than just nostalgia – it’s proof that well-made, high quality denim never goes out of style.
Over the past few years, the brand has been seen on model and actress Victoria Jancke and even hosted an afterparty with Belgian designer Walter Van Beirendonck at Paris Fashion Week in 2024.
Add to that collaborations with cultural icons like Pharrell Williams, Snoop Dogg, Burna Boy, and Cara Delevingne, and it’s clear G-Star has tapped into a whole new wave of chic.
The brand’s raw denim jeans are perfect for an effortless, off-duty model vibe – pair them with a crisp white tank, an oversized blazer, and chunky sneakers for a look straight off the streets of Copenhagen.
Their classic utility jackets make a statement with baggy cargos and a sleek bodysuit.
And denim-on-denim is officially back, so don’t be afraid to go full Canadian tuxedo with a structured G-Star jacket and matching jeans.
Helder Borges, Managing Director of Good Products & Co. said: ‘For nearly 40 years, G-Star has redefined denim, pushing boundaries and challenging an industry rooted in tradition.
‘We want to bring the rebellious spirit and bold vision for the future to the Oceania consumer.’
