The star-studded event took place in a bespoke vintage Laundromat space meant to showcase Williams’ spin on the Elwood X25 silhouette for both men and women, a jogger-inspired fit with loose-fitting legs and a more form-fitting ankle. Among attendees were Jaden Smith, musician Desiigner and Joey Bada$$.
The location for the celebration was as curated as the denim, with laundry-machines whirring with various patterns inside in an effort to show party-attendees the many colors and prints available. Also on display were the inspiration and concept behind the prints, like Scottish bagpipes, fifties-style advertisements and more.
Forged in 1969, the G-Star Elwood was the first pair of jeans to be created using the 3D method—building around the wearer instead of a traditional fit pattern. The patterns featured in the new collection range from geometric pink and navy, to plaid-pajama-like, to florals, animal prints and paisleys alike.
“The G-Star Mat is a space that embodies what the G-Star Elwood X25 stands for – creativity and self-expression. The new prints stand out and make a statement about who you are and what you want to say about yourself to the world,” said Williams. “I hope people will choose a print that speaks to them and then wear it however they want.”
The G-Star Elwood X25 Drop II hits stores and online Oct. 16.