G-Star RAW has appointed Aitor Throup as a creative consultant for the brand, reports Business of Fashion. Known for his Shiva Skull bag, goggle jackets, and other museum-worthy anatomy-inspired creations, his new role for the Dutch denim label will include everything from product design to communications.
“The collaboration between G-Star and Aitor Throup is a natural fit as we share a design ethos that is rooted in innovation and identified by 3D construction,” said Thecla Schaeffer, chief marketing officer of G-Star RAW. Perhaps this decision speaks louder to a possible art push within the company—the brand enlisted artist Rem Koolhaas to design its headquarters in Amsterdam.
Throup’s work for the brand is already unfolding as we speak. He art directed G-Star RAW’s spring/summer 2014 campain. Also, Throup had a hand in the brand’s new Oxford Street concept store in London.
G-Star RAW has been strengthening its creative ranks by bringing on innovative partners and implementing new production methods. Adding on Pharrell and Bionic Yarn for its RAW for the Oceans campaign was a big move. The brand most recently collaborated with EDM superstar Afrojack for another capsule collection. It'll be interesting to see what other concepts Throup will bring to the brand.