From Charlotte de Witte to Uncle Waffles, Own the Arc comes to life in South Africa through RAW FACTORY, an evening celebrating the women pushing culture forward.
The event marks the return of the iconic Arc jean, one of G-STAR’s most recognisable and progressive silhouettes. Originally designed to challenge conventional denim construction, the Arc has become a symbol of innovation, individuality and self-expression. Through Own the Arc, G-STAR invites a new generation of women to define their own path, on their own terms.
At the heart of the global campaign is world-renowned DJ, producer and cultural innovator Charlotte de Witte, whose journey embodies the ambition, discipline and creative independence that define the platform.
“Charlotte is more than the face of G-STAR; she is a genuine source of inspiration for the brand. Her discipline, independence and creative conviction reflect the mindset we value. She brings a powerful new female perspective to our denim world,” says Gwenda van Vliet, Chief Brand Officer at G-STAR.
More than a campaign, Own the Arc explores the power of individuality through the stories of women who have forged their own success and continue to influence the worlds around them. The return of the Arc jean serves as the foundation for that narrative, connecting G-STAR’s heritage of innovation with a new generation of cultural leaders.
RAW FACTORY introduces the campaign through the lens of South African creativity, bringing together fashion, music and cultural influence for an evening that celebrates the women driving contemporary culture forward. Headlined by global Amapiano phenomenon Uncle Waffles, the event features an all-women lineup spanning music, fashion and originality that defines Own the Arc.
The evening connected a community of artists, tastemakers and creatives for one night in celebration of women’s influence across music, fashion and culture.
For G-STAR South Africa, the event reflects the brand’s ongoing commitment to creating culturally relevant experiences that connect global storytelling with local creative communities. Through Own the Arc, G-STAR continues to champion individuals who are redefining their industries while remaining true to their own identity and vision.
The Arc collection, alongside G-STAR’s latest women’s denim and ready-to-wear offering, is available at g star.com, BASH, Superbalist, Vault on Bree, and G-STAR stores nationwide.
Own the Arc. Own your story.
