Denim brand G-Star RAW makes history
JOBURG - More than 300 of Johannesburg’s fashion and music industry leaders joined the RAW session movement to write a new page in history.
G-Star RAW and Boiler Room host the collaborative RAW sessions, a series of global events and short films, where the frontier of musical and directorial talents are pinpointed and united in a journey from London to Barcelona, Paris and Johannesburg.
For Johannesburg’s edition film, G-Star took a journey into the tropical underground of the Gqom scene in Durban – as viewed through the lens of local filmmaker, Chris Kets.
The documentary-style work stars DJ Lag as he tells the story of this new genre and its subculture and features Durban-native and godfather of the gqom sound, Okmalumkoolkat.
Gqom has been described as the broken-down South African house genre, which also happens to be very popular in London.
It is said that people who embody an underground alternative lifestyle wholly are usually at the forefront of identifying trends as they emerge. Positioning themselves as social misfits, they create their own pop culture movements. These people are also known as trendsetters and this is the very type of person that the G-Star RAW sessions aim to attract.
Each city in the tour will host a live music broadcast curated by Boiler Room while the films capture an on-the-ground insight of each artist’s life in the metropolis they call home. It will document their response to the question asked by G-Star’s Autumn/Winter 2015 campaign ‘How do you wear yours?’ – in reference to jeans.
The next stop on the world tour is Barcelona, but while you wait you can view the South African G-Star RAW sessions film on Youtube.
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