To continue the brand story during lockdown, our client G-Star RAW rolled out the #myRAWarchive initiative. The campaign asked members of the G-Star family to use the G-Star RAW Archive as inspiration to share stories of their own G-Star pieces.

The G-Star RAW Archive is a well-known source of G-Star’s heritage and design inspiration. Filled to the rafters with iconic spacesuits, military pieces and historic G-Star masterpieces, the Archive brings the history of the brand to life.

G-Star RAW Archive

At a time when people are at home more than ever, this campaign has encouraged social engagement on the @gstarraw_za page, provided followers some with insight from G-Star RAW collaborators, and inspired followers to share their stories – further driving brand mentions and engagement.

Crucially, the campaign also had local relevance, with relatable content for our audience.

Here are some of our favourite #myRAWarchive stories:

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