Noel and Jef recently popped over to Sydney for a conference, and while there checked out the retail presence of one of their mutual fashion faves, G-Star Raw.
From the bomb blanket curtains of the changing rooms, to the custom industrial furniture and lighting; the details of the brand’s clothes have been translated to every element of the store interior. The flagship store simply exudes G-Star Raw and every touch-point has been utilized as a great opportunity. Product names also reflect the toughness of the brand, while Raw Magazine (Issue No 2 is out now, with Liv Tyler on the cover) is a deftly curated collection of images and interviews. Jef says: "I just love it, the way they’ve implemented brand cues and designed every single detail."