Guy Lokhoff, co-founder and creative director at Hammerfest, says: ‘TikTok gives creativity and authenticity a stage, and is developing at lightning speed. For a brand like G-Star, it makes sense to connect the rawness of the platform with the rawness of the brand. By working with the creators and the platform itself, we ensure that we stay close to the culture of G-Star while pushing the boundaries. ‘
To further activate the launch, G-Star has partnered with the following ‘TikTok influencers’: @indigojael, @vincentvianen, @ninaschotpoortxx, @yooitskeanu and @marthwubbels. Watch the channel here.