Most people think of G-Star Raw as a high-end denim brand, along the lines of Diesel, that's got rock n' roll edge, and a full line of clothes for both men and women, including knitwear, dresses, coats, the whole shebang. It's based around the use of raw untreated denim.
But the brand is really going upscale by opening a new boutique on tony Rodeo Drive -- in fact, the invite to Tuesday's opening reads, "The opening of the first denim store on Rodeo Drive."
The brand also likes to interact with the art, music and film communities (Levi's is doing much the same thing -- it's a new trend among denim companies), and in that spirit, the opening of the store will have a performance by Mark Ronson, who's a DJ, producer (Amy Winehouse) and performer in his own right.
It also will premiere something called RAW Objects and Curiousities museum, and we're curious about what this is.
In addition, rare images by famed iconic British photographer Anton Corbijn, who's also directed a few films and is close to the band U2, will be shown.
The store will be located at 413 North Rodeo Drive.