G Star Jeans hosted some pretty spectacular parties over the years; a particularly memorable one was in a purpose-built venue at London Bridge. G Star usually host a very impressive catwalk show, followed by a free-for-all. The last G Star party I attended was in Barcelona, after the Bread and Butter show. A band played, fashion’s finest turned out in numbers and the ale flowed.
G Star hosted a couple of catwalk shows on a conveyor-belt runway, which was awesome, with models running with the flow at double-speed, or against it. Bagga was one of the first UK retailers to see the potential of G Star Jeans as a brand. We picked up the brand at a show in London in around 1991, when it was showing a single hanging rail of G Star jeans in a tiny space.
G Star Jeans has grown since then into an International mega-brand, and always has one of the biggest and most impressive stands at any International trade show. The G Star Jeans, G Star Raw and G Star “Just the product” logos are now internationally recognized.
The brand is still a top performer; the parties lost their appeal for me – became a little too formulaic and predictable for my liking.
Next – Bluewater Park threatens the business.