G-Star Raw Signs Up To Selfridges Campaign
G-Star Raw is the latest name to drop into the retail half pipe at Selfridges. The Dutch brand has launched its Denim Cruiser Skateboard as part of the luxury department stores’ ‘Board Games’ campaign.
Throughout March and into April, the Oxford Street space is hosting the concept to celebrate the extensive influence of board sports on fashion.
On the ground floor, more 1,000 boards across skate and surf have been made available to buy, designed by the likes of Jil Sander, Rick Owens and Dries Van Noten.
A dedicated window display also tells the story of sub-cultural sports dominance in other SS14 collections.
The events follows Nike’s latest release, which welcomed the first Air Jordan designed specifically for skateboarders.
Staying true to the brand’s denim heritage, the board is made from 21 layers of epoxy hardened G-Star selvedge denim.
The hand-shaped, sanded and finished board comes complete with custom laser-patterned grip tape and a hand-printed underside graphic.
Copper-bathed hardware accents, such as classic Tracker 85 Darts trucks and a G-Star logo at the tail, accents the body.
In addition to the Pharrell Williams collaborators, others brands signed up to design special edition boards include Yohi Yamamoto, Hood By Air, Blood Brother, Oak NYC and Neil Barrett.
Only three of G-Stars RAW’s creations will roll out of the store during the six-week stint, each priced at £250.
400 Oxford Street,
Tel: 0800 123400