G-STAR has been dedicated to the cloth, the craft and the culture of denim since 1989. It has a unique position as a progressive denim brand, creating the future of denim. G-STAR is driven by creativity, constantly turning ideas into denim, while consistently following their own distinctive path.
Pitti Immagine Uomo 2025
‘Digging To The Future’ is an unexpected 4D experience that lived up to G-STAR’s reputation of delivering outstanding installations and is the successor of the brand’s spectacular return to Pitti in 2024, which featured the 13-meter-long private jet Maarten Baas created from their own denim waste.G-STAR returned to the Pitti Immagine Uomo (Padiglione delle Ghiaia) in January 2025.
Unearthing treasures Within the world of fashion, and even far beyond, G-STAR is renowned for its legendary vintage archive: the largest in Europe, with 50.000 unique garments. Situated in Magazzino 07 in Florence, G-STAR not only takes its iconic past, but also showcases the evolution towards the future, against a mind-blowing backdrop.
Our return to Florence last year surely tasted like more. For 2025, we want to turn it up a notch. Our ‘Digging To The Future’ installation may seem like an ending, but just represents the beginning. We have a daring new story to tell and are excited to show it at Pitti Uomo: the pinnacle of menswear fashion.”–Gwenda van Vliet, Chief Brand Officer at G-STAR
Surrounded by the sounds of live musicians, visitors can hear, see and experience the next steps for the denim brand. The result is yet another unexpected showcase in Florence that pushes the boundaries of denim design, living up to the brands’ unorthodox DNA.
