London, December 06, 2025
Dutch denim brand G-Star has launched a new retail store concept emphasizing interactive customer engagement through a full denim bar and reduced static mannequins, debuting globally in December 2025, including its recently opened flagship store in Tokyo’s Shinjuku district.
New Retail Concept Emphasizes Interaction Over Traditional Displays
G-Star’s latest store design replaces conventional static mannequins with a denim bar, offering the entire range of denim products in an accessible, tactile format. This shift reflects the brand’s strategic move to create a more dynamic shopping environment that highlights the craftsmanship and visual appeal of their denim collections. By encouraging customers to interact directly with fabrics and styles, G-Star seeks to deepen consumer engagement and enhance the retail experience.
Flagship Store in Tokyo Reflects Brutalist and Futuristic Design Elements
The brand’s new flagship store, which opened in December 2025 in Shinjuku, Tokyo, embodies this innovative retail approach within a bold Brutalist architectural setting. Characterized by exposed steel frames, damaged wall textures, and futuristic details, the store visually complements the denim bar concept. This design direction underscores G-Star’s intent to fuse raw, industrial elements with cutting-edge retail innovation, creating a textured and immersive environment for customers.
Product Innovation Centered on the Elwood Anatomic Jeans
Alongside the new store concept, G-Star has introduced an updated version of its iconic Elwood jeans line. These anatomic jeans now feature a low-rise, loose fit, and updated washes, maintaining the brand’s dedication to combining fashion-forward aesthetics with functional design inspired by human anatomy. The refreshed line is being rolled out in select flagship stores worldwide, including those implementing the new store format.
Strategic Integration of Heritage and Innovation
G-Star’s retail and product evolution signals a deliberate strategy to blend its denim heritage with modern design and customer interaction principles. Moving away from static displays towards a more experiential retail model aligns with contemporary consumer preferences for tactile and immersive shopping. This approach complements G-Star’s focus on craftsmanship, innovation, and style relevance in a competitive global fashion market.
Such innovations position G-Star at the forefront of retail transformation in the denim sector, potentially influencing broader industry trends towards interactive and design-led customer experiences.