The Rebellious Aesthetic: Brands Like G Star

Brands Like G-Star
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Last Updated on May 18, 2022

Have you ever heard of G Star? This popular and iconic denim brand achieved worldwide renown in the 90s for its luxury denim and innovation in its production and design. It is also partly owned by Pharrell Williams!

Unlike other brands of denim, this Dutch brand offers quite a lot of variety when it comes to style and washes. It usually launches new and creative collections that somehow retain a basic cowboy style often with unwashed, untreated denim.

However, it can be a little pricer than other more budget-friendly American brands and most of its jeans tend to focus on biker pants designs. So, if you are looking for brands that share that denim on denim aesthetic but offer a bit more variety to add to your closet, here are my top 5 favorite options for brands like G Star!

Main qualities of G Star Raw

  • Cowboy style
  • Rebellious aesthetic
  • Good quality
  • Wide variety of designs
  • Biker vibe
  • City street style

Most iconic garments from G Star Raw

  • Jeans
  • Denim clothing

#1. Levi’s

Levis: 4 people throwing denim jackets in the air

Overview: Levi Strauss & Co is an American company that specializes in denim clothing and the production of heritage-style jeans. 

Price Range: $$

Origin and Concept: The company was established in 1850 by a Bavarian immigrant, Levi Strauss, in San Francisco during the Gold Rush. Originally, it supplied dry goods for the miners but after hearing of their need for durable pants, it started making garments out of tent canvas. Later on, it substituted the fabric with denim and added copper riveting to its pocket seams. By 1960, Levi’s had become a worldwide phenomenon. Its pioneer spirit remains to this day and keeps them continually evolving in the creation of new products and more inclusive and economically conscious apparel. Historically, they have been associated with the Americana style and the cowboy lifestyle. Nowadays, the brand’s aesthetic epitomizes classic American style and effortless cool. 

Recommended Product(s): High Loose Women Jeans + Low Pro Women Jeans & Vintage Women Shortalls + 314 Shaping Straight Women Jeans

Celebs who are fans: Hailey Bieber, Jaden Smith, Naomi Osaka, Barbie Ferreira, Marcus Rashford, Emma Chamberlain, Sydney Sweeney, Charli D’Amelio, Lucy Hale, Lily-Rose Depp, Niki DeMartino, Lily Aldridge, Camila Mendes, and Shai Gilgeous-Alexander, among others.

Ethical Practices: It uses some eco-friendly materials, including recycled materials. It has set a science-based target to reduce greenhouse gas emissions generated from its own operations and supply chain and is currently on track to meet its target. Reducing water pollution and introducing eco-conscious practices that use less water for jean washes is another high point for the brand. 

#2. True Religion

True Religion: Denim jeans and denim shirt

Overview: True Religion is an American clothing company that specializes in high-quality denim.

Price Range: $$

Origin and Concept: The company was founded in April 2002 by Jeff Lubell and Kym Gold in Vernon, California. It uses premium denim, some of which is made in the U.S. for the manufacture of its garments. Despite going through some tough times and filing for bankruptcy, since 2020 the company has bounced back after some heavy restructuring. Aesthetically, the brand is easily recognized the world over for its five-needle thread at two-stitch-per-inch process, called Super T stitch. Its iconic designs offer quality and style that is as timeless as they come.   

Recommended Product(s): Riley Big Stitch Knee Short + Logo TeeBillie Straight Jeans + Ricky Red Stitch Super T Jeans

Celebs who are fans: Jessica Simpson, Alexa Demie, Madison Beer, Nicola Peltz, Nicola Peltz, Jessica Simpson, Ashley Greene, Hannah Brown, Gigi Hadid, Olivia Palermo, Jamie Chung, Ashley Tisdale, Hayden Panettiere, and Demi Lovato, among others.

Ethical Practices: Sadly, when it comes to rating their environmental responsibility, True Religion is not good enough. It does not publish sufficient relevant information to keep its customers informed about its environmental policies. We deserve to know how our favorite brands are looking after our world, so this is a major drawback for me. 

#3. Lucky Brand

Lucky Clothing Brand

Overview: Lucky Brand is an American denim company that produces fashion apparel.

Price Range: $$

Origin and Concept: The company was founded in 1990 by Gene Montesano and Barry Perlman in Vernon, California. Originally, Barry had a modest shop in Florida during the 70s called Four Way Street where they sold jeans. They actually washed their jeans in a local Laundromat, resulting in a product that was one of a kind and 100% authentic. Later on, he joined Gene in Los Angeles and created Lucky Brand. The fashion brand became known for its attention to detail, good quality, and good humor, the phrase “lucky you” stitched on the fly of each pair of jeans setting the tone for its unique style. 

Recommended Product(s): Boyfriend Flare Jeans + Crochet Sweater Tank & Highrise Straight Flag Jeans + Knit Sweater Vest

Celebs who are fans: Adele, Alexa Demie, Amita Suman, Billie Eilish, Candice King, Carey Mulligan, Chrishell Stause, and Claire Holt, among others.

Ethical Practices: Lucky Brand is not good enough when it comes to its ethical practices. Its environmental rating is very poor since it does not publish information about its environmental policies.  

#4. With Jéan 

With Jean: Tight short skirt, tight dress and crop tops

Overview: With Jéan is an Australian fashion apparel brand that has recently become viral.

Price Range: $$$

Origin and Concept: It was founded in 2017 by best friends Evangeline Titilas and Sami Lorking-Ranner. It became popular when celebrities all over started wearing it and tagging it on Instagram. It makes limited collections which guarantees a certain uniqueness to its garments. Aesthetically, it mixes French chic with what can only be described as a laidback Australian summer attitude. 

Recommended Product(s): Chloe Corset Dress + Carla Corset & Tommy Cargo Pants + Safety Mini Skirt

Celebs who are fans: Emily Ratajkowski, Elsa Hosk, Lucy Williams, Camila Morrone, and others.

Ethical Practices: According to the brand it is ethically produced in China, but it offers no certification or guarantees in its production chain. Supposedly it uses natural hand-dyed fabrications but offers no further information regarding the materials used in dying. They also state that their packaging is made from biodegradable plastic, and that sustainability is a major focus for them.  Despite a very positive-sounding conscious statement by the brand, there is a definite lack of empirical data to support it. 

#5. Wrangler

Wrangler: Woman wearing denim jacket and playing guitar

Overview: Wrangler is an American manufacturer of jeans and other garments. 

Price Range: $$

Origin and Concept: Wrangler Jeans was originally made by Blue Bell Overall Company after it took over Casey Jones in 1940. It employed Bernard Lichtenstein, a Polish tailor who worked closely with cowboys to help design garments for rodeo use. In 1947, Blue Bell introduces the Wrangler to American consumers. The design included several innovations like the felled outseams and inseams, rear pockets positioned for sadly comfort, a no-scratch rivet pocket reinforcement, a zipper fly, and a strong tack in the crotch instead of a metal rivet. It would be until 2018 that Wrangler would fly on its own. Aesthetically, the brand has a strong heritage design and relies heavily on Western elements of the cowboy lifestyle.   

Recommended Product(s): Long Sleeve Western Snap Shirt + Wild by Nature Tshirt & Wrangler Retro Mae Jeans + High Rise Jean in Rose TintBonus: Wrangler X Fender Jeans

Celebs who are fans: Adele, Alexa Demie, Amita Suman, Billie Eilish, Candice King, Carey Mulligan, Chrishell Stause, and Claire Holt.

Ethical Practices: Wrangler is considered not good enough when it comes to its environmental practices, but it’s definitely making changes so that’s a start. It uses some eco-friendly materials like organic cotton but there is no evidence that it’s reducing its greenhouse gas emissions or has even set a goal to that end.   

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Lorena Lombardo
Lorena Lombardo is a fashion designer specialized in trend forecasting and fashion journalism. She studied at the UAL (University of London), ORT (Universidad ORT Uruguay), and taken various courses about traditional craftsmanship while living in Tokyo. Some of her favorite memories during the 90s include wearing bucket hats and trying to copy Rachel’s hairstyle. Her absolute favorite show was Buffy: the Vampire Slayer but she was also a huge fan of Clueless because of its amazing fashion choices. Her top track of the decade is currently disputed between How soon is Now? by the Smiths and Here with me by Dido. Both also happen to be the opening songs for two great 90s shows: Charmed and Roswell. Coincidence? I think not!